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Campaign: Elvie Pump. Pumping. Unplugged.

September 2018

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

Production: Mother

Director: Fiona Jane Burgess

Music: Wonderkid Sound

Lyrics: Mother

Location: Badlesmere Court Farm

Media: Digital

Behind The Scenes

Take a look at the making of the Elvie Pump launch ad


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