This weekend’s Mothering Sunday is a major event on the commercial calendar – presenting marketers with ideal opportunities to increase both awareness and sales.

Needless to say, many big brands and agencies pull out all the stops to make the most memorable mark on Mother’s Day news and conversation.

So from the inspirational to fictitious, confessional, empathetic and somewhat scary, here’s our round-up of some of the best mum-themed creative campaigns we’ve seen.

American Greetings – the World’s Toughest Job

American Greetings card stores successfully piggybacked on the Mother’s Day news agenda by placing fake adverts for the world’s toughest job’ online and in newspapers.

They then held real video conference interviews with candidates for capturing their amazed reactions when they realised the job they had applied for was one they already excelled at ‘being a mother.’

The work prompted people to reconsider their mum as the amazing, hardworking professional that she is and to acknowledge her role with card.

Retweets from Gwyneth Paltrow, Chelsea Clinton provided brand endorsement they could only dream of.

The video received more than 26.5million views and the earned media effort for #worldstoughestjob increased American Greetings’ orders by 20%. Its user base also increased by 40% and sales forecasts were met for the entire year.

JetBlue – ‘FlyBabies’

One of the few things worse than sitting next to a crying baby on a long flight is being the parent holding said crying baby. You know you’re responsible for everyone else’s misery, and there’s usually very little you can do to stop it.

So for Mother’s Day last year, US airline JetBlue turned this all-too-frequent frustration on its head by actually rewarding passengers when babies cry.

The FlyBabies stunt offered a 25% discount to passengers on a flight from JFK to Long Beach each time a baby started crying. That meant if four babies cried, all passengers would get a free round-trip ticket for their next JetBlue flight. Read more about it here.

Egon Zehnder – Leaders and Daughters

As part of its Leaders & Daughters initiative, executive search firm Egon Zehnder recently launched its To My Daughter campaign – encouraging top leaders to share their wisdom with the next generation of professional women.

With the objectives to collectively inspire, cultivate and pave a better future for them, the response was overwhelming. Angela Ahrendts, senior vice president for retail at Apple and former Burberry CEO, urges her two daughters to “always be present, read the signs, stay in your lane and never back up more than you have to.” To read the letters or contribute your own, visit

 Sport Clube Do Recife – Security Mums

Brazilian football club Sport Club do Recife employed fans’ mothers to act as stewards in the hope it would discourage supporters from fighting at a local derby match.

The mothers received the same training as all security officials and volunteers and patrolled the pitch perimeter in high-visibility vests bearing the words Seguranca Mae – Security Mums in Portuguese.

As one spokesperson rightly said: “At the end of the day, no one wants to fight in front of a mother, especially his own.”

Sport won the match 1-0 and the club said there were no arrests. For more on this, click here.

MacMillan Cancer Support – #SozMum

We loved Macmillan’s light-hearted Mother’s Day campaign that encouraged a £3 donation through posting an image using the hashtag #SozMum.

Looking for reasons you should be saying sorry to ma’, people were asked to post images of their many very varied confessions – from breaking bathroom tiles, secret body piercings and wearing fake tan on freshly laundered sheets!

The serious message that lay beneath this simple and humorous Twitter campaign was to encourage everyone to join together to fight cancer.