Elvie Pump Launch Campaign

Shoot Overview

Elvie 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: Court Farm,Kent

Media: Digital

Location Details

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.


The Finished Film

Behind The Scenes

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


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