Facebook Portal "Rugby hold" by TBWA\London

Facebook's tearjerker spot puts mums front and centre ahead of Mother's Day.

The campaign, which promotes the benefits of Portal, shows a new mother calling her own mum using the video-calling device. When in the conversation it becomes clear she is struggling to breastfeed the baby, her mother gives her some helpful advice.

Facebook creative director Stephania Silveira said the ad was an acknowledgement of the difficulties faced by all new mothers during the past year of coronavirus restrictions that have hampered their support networks.

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