With remote work, virtual schooling, and other pandemic-related stresses, mothers have been under more pressure than usual over the past year. As Mother’s Day approaches, clothing maker Carhartt is encouraging moms to take that one day to rest and recharge, and they are encouraging the people who love moms to give them a gift they can really use.
“Created to honor all the hardworking moms who rolled up their sleeves to navigate the challenges of the last year – and every year – this campaign centers around the relatable notion that no one deserves a day off more than mom,” said Jennifer Sopko, the brand’s director of integrated media.
To honor these hard-working women, the brand is launching a special gift of T-shirts designed to look like a floral bouquet. Available through the brand’s website, the bouquet’s packaging will emphasize the brand’s message of giving Mom a day off, with the message “work gear off limits (until tomorrow).”
“We know that moms often ask for flowers or apparel for Mother’s Day. With this bouquet, they get the best of both worlds. Not to mention, our ‘flowers’ never wilt,” Sopko said. “While we know a Carhartt mom rarely gets a day off, we hope this bouquet reminds her it’s okay to ‘stop and smell the roses’ on Mother’s Day.”
The bouquets will only be available in limited quantities beginning April 26. For those who are unable to purchase a pre-made bouquet, the brand has published instructions to make one at home on its website.
Meanwhile, the brand will also honor moms through a new commercial that depicts moms in real, relatable vignettes of the work they have been performing over the past year – both in and outside the home – and the exhaustion that follows. The spot, entitled “The shift that never ends,” features the brand’s “Friends of Carhartt.” who are real women showcasing their authentic emotions.
“Moms have been pulled in multiple directions, spread thin and simply overworked trying to balance work and family during the pandemic year,” Sopko said. “It felt more important than ever to tell the stories of moms and recognize their hard work with something special.”
The video depicts women going through their often physically taxing workdays in jobs that include farming and metalworking. They are also shown collapsing on beds or putting their heads down on tables out of exhaustion, only to be interrupted by children. Amid shots of women looking weary or screaming in frustration are images of women playing with their children and dancing around the room with toddlers in their arms. Onscreen text conveys the message that motherhood is “the shift that never ends,” and encourages moms everywhere to take the day off.
Four versions of the spot will run on television, streaming and on-demand video platforms, such as Hulu and Discover, and social media. The brand will also run an audio commercial on radio and Spotify.
