Fleurop Interflora, Swiss florist company, launched a print and television advertising campaign in 2006 for Mother’s Day, highlighting the need to forgive mothers for their unintentional sins. Each of the four spots shows children or teenagers embarrassed by the actions of their mothers. Each ad ends with the words, “Zeit, ihr zu vergeben. Am 14. Mai ist Muttertag.” (It’s time to forgive her. Mother’s Day. May 14).
In “Haircut” a young teenage girl sits quietly as her mother cuts more and more of her hair off. Click on the image below to play the video in YouTube
In “Party” teenagers watch with unease as their mother dances alone – twirling to the sounds of the Ricchi and Poveriy hit, Mamma Maria. Click on the image below to play the video in YouTube
In “Knight (Hoover)” a young boy watches with disbelief as his mother destroys one of his model soldiers with the vacuum cleaner. Click on the image below to play the video in YouTube
In “Kiss” a teenage boy is entering an intimate kiss with a girl in his bedroom when his mother walks in to deliver two glasses of milk. Nothing is said as she turns off the light and walks out to deliver the milk to another room. Click on the image below to play the video in YouTube
The Mothers Day campaign was developed at Walker, Zurich, by executive creative director Pius Walker, copywriter Roger Beckett, art director Mieke Haase, photographer Uwe Duettmann, agency producers Pieter Lony and Markus Ahlm, and account supervisor Hans Beer, working with Fleurop CEO Marketing Jörg Beer and advertising director Monika Kessler.
Filming was directed by Axel Laubscher via Cobblestone, Hamburg, and Social Club, Stockholm, with director of photography Gösta Reiland, producers Pieter Lony and Markus Ahlm, stylist Maria Strömberg, set designer Johanna Comella.
Editor was Joakim Pietras at Speade, London.
Sound was designed by Eric Thorsell at Housework Sound Design, Stockholm.
Post Production was done at Stopp, Stockholm, by online editor Linus Eriksson Berggren and colorist Edward Neguisse.