Tu "Mum (and some)" by Portas

Tu, Sainsbury's clothing line, has released a spot celebrating motherhood in all shapes and sizes.

Challenging gender stereotypes in the run-up to Mother’s Day (it’s 22 March, by the way), the ad showcases 13 street-cast mums wearing the brand’s fashion collection in order to give an honest depiction of motherhood in Britain.

The ad launched across TV, video-on-demand, out-of-home and digital yesterday (10 March). It was written by Alex Holder, art directed by Lisa Comerford and directed by Leonn Ward through RSA. Media is handled by PHD.

Credits

Brand
Tu
Creative agency
Creative director
Art director
Copywriter
Head of client services
Business director
Account manager
Head of strategy
Strategy director
Agency producer
Photographer/ director
Media
PHD
Production company
RSA
Post production
Sound design