Campaign: Elvie Pump. Pumping. Unplugged.
Tech start-up Elvie is on a mission to free mothers from cumbersome breast pumping and break down taboos around women’s health.
This sense of liberation is brought to life in a tongue-in-cheek music video by Mother, where mums dance in a barn among dairy cows. Based on the insight that many mothers say they feel like cows when breast pumping, Elvie has reinvented the breast pump with a compact, silent, wearable device. You can even dance when pumping. The bold ad avoids the conventions of tech demos and soft-lit advertising to mothers.
Creative agency: Mother London
Director: Fiona Jane Burgess
Music: Wonderkid Sound
Location: Badlesmere Court Farm
Take a look at the making of the Elvie Pump launch ad