Georgia, a single mother, says in the campaign’s video that she appears in “maybe three out of 4 million pictures” of her three children, while a woman named Lisa shares that she has “the odd selfie” of her with her brood of five, but “having so many children, it’s busy.”
“A mom’s endless day-to-day efforts are all in service of bringing the family together,” Matt Kohler, managing director of Canada retail at McCain, said in a statement. “We wanted to find a way to meaningfully celebrate these moms.”
The campaign’s goal is to “make sure moms get the attention they deserve” and help McCain “cut through the clutter and connect with moms in a fresh and relatable way,” Rogers said.
For previous efforts on Mother’s Day and other times of the year, brands like Chatbooks and Dove have encouraged women to take their rightful place in front of the camera, no matter how “imperfect” the photos may be.
Rethink and McCain enlisted actor Jason Priestley as an ambassador for the campaign, along with Cat and Nat, content creators, best-selling authors and podcast hosts.
The hero ad for “Put Mom in the Picture” is running on connected TV, social and online video, with media buying handled by UM.
