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Mother
A Pioneering Influence on British Advertising and Cultural Heritage.
For over two decades, the advertising agency Mother has been a seminal influence on the British advertising landscape and, by extension, has made a substantial contribution to the broader cultural heritage of Britain. Its innovative, often boundary-pushing campaigns have not only proven successful for the agency's clients but have also become an integral part of the popular culture and discourse in the UK and beyond. This article explores the legacy and success of Mother, shedding light on its rich history, varied clientele, and game-changing campaigns.
Mother was founded in 1996 by Mark Waites, Stef Calcraft, Libby Brockhoff, and Robert Saville around a kitchen table in London. From these humble beginnings, Mother has grown into a global creative force with over 500 employees across offices in London, New York, Los Angeles, and Shanghai. Mother's client roster includes globally recognized brands such as IKEA, KFC, Stella Artois, Target, Sky, and Diageo, attesting to the agency's reach and versatility.
Mother's approach to advertising is characterized by a unique blend of creativity, wit, and strategic savvy, which is reflected in their memorable and influential campaigns. These include the early Levi’s Odyssey spoof for Lilt, the celebrity-fronted "Goldspot" cinema adverts for Orange, the empowering "Here Come The Girls" campaign for Boots, and the moving PG Tips campaign featuring the lovable duo Al and Monkey.
Throughout its history, Mother has demonstrated a commitment to creating work that does more than sell products—it crafts narratives, stimulates conversation, and can shift cultural perspectives. This is best exemplified by their campaign for Greenpeace and Iceland featuring the story of 'Rang-Tan'. This initiative spotlighted the devastating environmental impact of unsustainable palm oil practices, using storytelling to raise awareness and generate consumer action.
Mother's knack for capturing the public's imagination is further highlighted in its projects for KFC. The 'FCK' apology campaign in 2018 showed the company's ability to turn crisis into opportunity, while the much-sought-after 'Gravy Candle' became an unexpected sensation. For IKEA, Mother developed the enduring 'The Wonderful Everyday' campaign, once again underlining their skill at creating relatable, engaging narratives that resonate with audiences.
Since 2004, Mother's primary creative hub has been its London office in Shoreditch, a space designed by Clive Wilkinson architects and featuring a striking 250-foot (76 m) concrete desk. This physical environment reflects the agency's ethos of collective creativity, unconventional thinking, and disregard for traditional boundaries.
Mother's commitment to promoting important social issues is evident in their work as lead agency and co-executive producers for The Secret Policeman’s Ball, marking Amnesty International's fiftieth anniversary. The event, held at New York City's Radio City Music Hall, brought together a mix of prominent British and American comedians for a night of laughter and advocacy, helping to bring human rights issues to a broader audience.
Mother's knack for creating memorable characters is perhaps best illustrated by Al and Monkey, originally created to promote ITV Digital and later repurposed for PG Tips. Similarly, their creation of Pablo the Drug Mule Dog for the FRANK drugs awareness campaign showed their ability to deliver serious messages with humor and creativity.
Their Christmas campaign for Boots, ‘Here come the girls’, became an award-winning staple of the holiday season, evolving over the years into a series of comedy vignettes. Their work for Coca-Cola, creating the 'Move to the Beat' global campaign for the 2012 Olympic Games, saw them collaborate with artists Mark Ronson and Katy B to create a unique anthem combining music, sport, and Coca-Cola's signature sounds.
Their work is not confined to British shores, as evidenced by the 'Missing Sounds of New York' project carried out by Mother New York. This innovative endeavor captured the city's sounds during the COVID-19 lockdown, presenting a poignant soundscape of a city under quarantine and earning over 350,000 streams online.
Mother's global outlook is also visible in their work for Stella Artois, the agency's client since 2008. Set against the backdrop of the 1960s French Riviera, their campaigns for Stella Artois have won numerous awards and were recognized by Campaign magazine when Stella Artois was chosen as Advertiser of the Year in 2011.
From their tongue-in-cheek 'Pimm’s O’Clock' adverts to their creative rebranding for 1980s new-wave group DEVO, Mother continues to push the boundaries of what advertising can be. Their blend of strategic thinking, creative bravery, and cultural understanding has not only resulted in a litany of successful campaigns but has also shaped the way we perceive and engage with brands, making them an indelible part of British cultural heritage.
Establishing a Global Creative Force
Mother was founded in 1996 by Mark Waites, Stef Calcraft, Libby Brockhoff, and Robert Saville around a kitchen table in London. From these humble beginnings, Mother has grown into a global creative force with over 500 employees across offices in London, New York, Los Angeles, and Shanghai. Mother's client roster includes globally recognized brands such as IKEA, KFC, Stella Artois, Target, Sky, and Diageo, attesting to the agency's reach and versatility.
Mother's approach to advertising is characterized by a unique blend of creativity, wit, and strategic savvy, which is reflected in their memorable and influential campaigns. These include the early Levi’s Odyssey spoof for Lilt, the celebrity-fronted "Goldspot" cinema adverts for Orange, the empowering "Here Come The Girls" campaign for Boots, and the moving PG Tips campaign featuring the lovable duo Al and Monkey.
Crafting Cultural Narratives
Throughout its history, Mother has demonstrated a commitment to creating work that does more than sell products—it crafts narratives, stimulates conversation, and can shift cultural perspectives. This is best exemplified by their campaign for Greenpeace and Iceland featuring the story of 'Rang-Tan'. This initiative spotlighted the devastating environmental impact of unsustainable palm oil practices, using storytelling to raise awareness and generate consumer action.
Mother's knack for capturing the public's imagination is further highlighted in its projects for KFC. The 'FCK' apology campaign in 2018 showed the company's ability to turn crisis into opportunity, while the much-sought-after 'Gravy Candle' became an unexpected sensation. For IKEA, Mother developed the enduring 'The Wonderful Everyday' campaign, once again underlining their skill at creating relatable, engaging narratives that resonate with audiences.
Shaping Space and Discourse
Since 2004, Mother's primary creative hub has been its London office in Shoreditch, a space designed by Clive Wilkinson architects and featuring a striking 250-foot (76 m) concrete desk. This physical environment reflects the agency's ethos of collective creativity, unconventional thinking, and disregard for traditional boundaries.
Mother's commitment to promoting important social issues is evident in their work as lead agency and co-executive producers for The Secret Policeman’s Ball, marking Amnesty International's fiftieth anniversary. The event, held at New York City's Radio City Music Hall, brought together a mix of prominent British and American comedians for a night of laughter and advocacy, helping to bring human rights issues to a broader audience.
Creating Memorable Characters and Campaigns
Mother's knack for creating memorable characters is perhaps best illustrated by Al and Monkey, originally created to promote ITV Digital and later repurposed for PG Tips. Similarly, their creation of Pablo the Drug Mule Dog for the FRANK drugs awareness campaign showed their ability to deliver serious messages with humor and creativity.
Their Christmas campaign for Boots, ‘Here come the girls’, became an award-winning staple of the holiday season, evolving over the years into a series of comedy vignettes. Their work for Coca-Cola, creating the 'Move to the Beat' global campaign for the 2012 Olympic Games, saw them collaborate with artists Mark Ronson and Katy B to create a unique anthem combining music, sport, and Coca-Cola's signature sounds.
From Sounds of New York to the French Riviera
Their work is not confined to British shores, as evidenced by the 'Missing Sounds of New York' project carried out by Mother New York. This innovative endeavor captured the city's sounds during the COVID-19 lockdown, presenting a poignant soundscape of a city under quarantine and earning over 350,000 streams online.
Mother's global outlook is also visible in their work for Stella Artois, the agency's client since 2008. Set against the backdrop of the 1960s French Riviera, their campaigns for Stella Artois have won numerous awards and were recognized by Campaign magazine when Stella Artois was chosen as Advertiser of the Year in 2011.
From their tongue-in-cheek 'Pimm’s O’Clock' adverts to their creative rebranding for 1980s new-wave group DEVO, Mother continues to push the boundaries of what advertising can be. Their blend of strategic thinking, creative bravery, and cultural understanding has not only resulted in a litany of successful campaigns but has also shaped the way we perceive and engage with brands, making them an indelible part of British cultural heritage.
- Mother (advertising agency)en.wikipedia.org
