These Australians are shaking their heads at your Mother’s Day campaign
Charlie Tannous, managing director of Diverse Communications, explains why many Mother’s Day ads completely miss the mark with a great portion of Australians.
When I saw it, I laughed. So I showed my mate Elias, and he laughed too. As did Joseph, who’d overheard us as he stomped around his café, collecting cups. “Give your mother a call on Mother’s Day,” said the ad, which was for a telco. “And make her feel special.”
I’m sure the telco’s marketing department meant well. And of course, there’s absolutely nothing wrong with calling your mother on Mother’s Day. It’s just that, for the three of us – and all our non-Anglo friends – it’s normal to call our mums every day.
Heck, we probably see our mums every day, or at least every other day. Many of us live next door to our mothers.
So to non-Anglos, the ad didn’t resonate. Why does that matter? Because the number of consumers outside the Anglo bubble has never been higher.
