Kleenex Invites You to “Get Mommed”

Posted on | October 7, 2009 |

By Holly Buchanan
I have to tell you, I love this concept.   Who among us does not have moments when we just want to “get mommed.”   We’re feeling sick and want some compassion and care.   We feel like the world is against us and we just want to talk to someone who loves us no matter what we do.    Sometimes, we just need a hug.

Kleenex is tapping into that universal longing with their new campaign and website GetMommed.com 

The idea behind the campaign is -  ”Get some extra mothering this cold and flu season.  Pick your perfect mom.”     Again, I love this concept.   But I’m not sure the execution lives up to the promise.

The TV commercial “Homecoming Mom” features a guy being lovingly cared for by a mom.  But then he gets up and just walks off, leaving her staring off after him.   He goes to another mom for care and support, but then he walks out on her as well.   I know the point of the commercial is that you can pick your “perfect mom.”   But the emotion the commercial evokes isn’t a wonderful warm fuzzy - “it feels so good to be mommed.”   It evokes, at least for me, heartache for the moms standing in the doorways watching this guy walk off and leave them despite doing their mom best.   

I don’t know if Kleenex is going for humor or what in the commercial.  They are trying to stress that you get to pick the kind of mom you want.  But I think they are missing the boat emotionally.   If they really wanted to tap into the incredibly powerful and wonderful feeling of what it’s like to be mommed, why not have the guy in one room, with multiple moms waiting on him.    That way he is happy, and the moms are happy, doing what they do best, not being walked out on.

I loved the Kleenex Let It Out campaign.  I think they have the strategy for another winner here, but it may not live up to its potential with the current execution.

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