Teleflora’s latest Mother’s Day ad campaign, featured on YouTube, Facebook, Instagram, and TikTok, showcases the emotional journey of motherhood.
“It goes so quickly.” That adage about childhood unfolds in poignant clips of moms and their kids’ milestone moments in Teleflora’s latest Mother’s Day ad campaign.
“The Hardest Part: A Teleflora Love Story” showcases the emotional journey of motherhood, revealing that the day-to-day mess, stress, and exhaustion of raising children pales in comparison to the bittersweet experience of letting them go so they can grow.
The 65-second spot opens with a closeup of a mother cradling her newborn before rapidly cycling through nearly a dozen landmark events, including first steps, the first day of school, first heartbreak, graduation, marriage, and pregnancy. The campaign captures the deep sense of pride and love mothers feel watching their children grow, as well as the longing to relive those memories. It concludes with a tearful embrace of a mother and her adult son who’s just delivered a floral arrangement. The tagline: “This Mother’s Day, let her know you never left.”
The sentimental tone is meant to pay homage to mothers’ unwavering love and support throughout their children’s lives, says Danielle Mason, Teleflora’s vice president of marketing.
“While moms take pride and show the utmost love and care in raising independent children, the most pivotal milestones can feel both beautiful and heartbreaking,” says Mason. “As a mother of two children, this campaign truly hits home for me. What we don’t talk about enough is the challenge and void in moms’ hearts that lies ahead after the days and years have flown by — letting go, so their children can learn to grow on their own. This is the emotional and honest story we aimed to capture in this year’s campaign to honor mom.”
The ad, which launched May 1, is featured on YouTube, Facebook, Instagram, and TikTok, and in targeted, in-stream media buys on connected TV, digital, and mobile. The campaign was developed by The Wonderful Company’s in-house creative team at Wonderful Agency and led by Chief Creative Officer Margaret Keene, under guidance from both Mason and Teleflora President Jeff Bennett.
“The Hardest Part” is an extension of Teleflora’s overarching “Love Out Loud” brand platform, which launched during Christmas 2017 with an 8- by 50-foot flower wall on the National Mall in Washington, D.C. It consisted of 1,000 bouquets, which were free to passersby. They disappeared to reveal the message, “Love Out Loud,” which Teleflora described as “a rally cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others.”
Katie Vincent is the senior contributing editor for the Society of American Florists.
