Mother created the campaign, called "#SpecialBecause", for the retailer. The ad opens with various members of a family waking up after midnight on Boxing Day and preparing gifts and gathering at the house of a nurse, who comes back from her shift to a surprise welcome.
The ad ends with the line "because she’s special". It was shot by Noam Murro through Biscuit Filmworks.
The TV spot will air during Downton Abbey on ITV on 9 November and will be backed by cinema, outdoor, print and digital advertising, in addition to direct marketing and PR.