Mother rebrands to start discussion about old age

Mother is changing its name to Grandmother for December to tackle the invisibility and patronising portrayals of older people in advertising.

Grandmother: reception wall has been filled with photos of employees’ grandmothers
Grandmother: reception wall has been filled with photos of employees’ grandmothers

Along with changing its visual identity for the month, the agency will update its reception wall, replacing the photos of employees’ mothers that usually adorn the wall with pictures of their grandmothers.

The agency will run a series of initiatives designed to stimulate discussion and raise money for charity. The most eye-catching is Red-Hot Grannies, a phone line that allows callers to hear older women reading erotic passages from classic literature at an "extortionate cost per minute", with proceeds going to age-related charities. 

There will also be "knitted tweets", whereby a team of grandmothers will knit messages and designs on demand via Twitter, with the finished products put up for auction. A more conventional bake sale will also take place. 

In January, Mother will hold an exhibition and debate about old age and its portrayal in media.

Hermeti Balarin, executive creative director at Mother, said the project continues a theme this year in the agency’s work. 

He said: "Most advertising either ignores or patronises the older generations. Whether that’s through casting an age-defying ballerina for No7 or through our work for new client SunLife showing golden oldies in a new light, Mother is proving that life really does start at 50."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).