Elvie 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: Court Farm,Kent
Court Farm is a dairy farm in Kent looking after 150 cows and hundreds of acres of arable land. Elvie chose this location because of how adaptable the owners were and it worked perfectly with their colour theme, bright colours within one of the outbuildings creating their own set. As well as working with cows too, it was definitely what you call tricky.