Oishii Creative Celebrates Moms In New On-Air Spot For Sprout

Oishii produced a promo campaign for both on-air and online use to celebrate moms by turning mom guilt on its head. We turned the camera on Mom, showing her in everyday situations where she is often forgotten; all the small, overlooked moments that Mom plays a central role in, from waking up with a smile to saving a kid from his own mess. #NoMomGuilt thanks her for everything she does, showing that Sprout stands beside her in genuine and authentic ways while driving traffic to the linear channel and Sprout’s Facebook page.

After a successful collaboration on Sprout’s 2015 Brand Refresh, creative solutions company Oishii Creativewas recently commissioned by the 24-hour preschool television network to create a new on-air :30 spot, “Mom Is Here,” that highlights its annual #MomIsHere campaign in support of moms everywhere.

The spot begins with a sleeping mom being abruptly awakened by her young daughter yelling “Mom! Mom! Mom!” and nudging her. What follows in the energetic ad are other typical “Mom” scenarios throughout the day, whether it’s a syrupy-sweet smile and eyebrow wiggles from her son asking for her to join him in playing videogames or daughters screaming at the top of their lungs while dad chases them around the living room table. “Help us say goodbye to mom guilt,” says the voiceover, which then encourages viewers to share the message with the moms in their lives to let them know, “they’ve got this.

”Creative Cow, Brief, Broadcast Beat, ProductionHUB and Little Black Book all have coverage.