Watch: Behind Vauxhall's Pyjama Mamas campaign

Campaign's Nicola Kemp spoke to Vauxhall and ad agency Mother about their radical Crossland X campaign, which aims to tackle the poor relationship the automotive industry has with women.

Katie Mackay, partner at Mother, explained: "We decided to target mums because we felt that car manufacturers really weren't talking to people who were buying their cars. 

"When we actually started to dig into the buyer data and talk to families who this segment is targeting, we realised that seven, maybe eight out of 10 purchase decisions are made by the woman in the family.

"I think some of the furore has been because we have talked about this as a family car for mums, who are using it as mum of the family and that wasn't something that they were ashamed of or that they felt that they had to talk down. Actually they wanted someone to recognise that they were picking what the car was and they wanted a car that talked to them".


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