Mom, We Appreciate You…Eventually, Says Teleflora Campaign

It may be a universal truth—a rite of passage, even—that children everywhere take their mothers for granted, inspiring the familiar, frustrated parental battle cry: “Wait until you have kids of your own—then you’ll understand!”

As it turns out, Mom’s rant was spot-on.

According to a Kantar study, commissioned by Teleflora, more than half of Americans don’t fully appreciate their mothers until they have grown up and are navigating a host of adulting issues like child-rearing, household budgets, and work-life balance.

For its annual Mother’s Day campaign, the Wonderful Company-owned brand dug into the insight and used it as a way to highlight the unconditional love that moms give, even when it’s not acknowledged.

The hero ad, from the in-house creative team at Wonderful Agency, captures pivotal moments like first steps, college graduations, wedding ceremonies, and health scares. Mom was ubiquitous, per the hide-and-seek-style video, even when she went unnoticed. 

“We hear it a lot that moms aren’t appreciated enough, but sometimes people have to go through things themselves before they realize the extent of what mothers do,” Danielle Mason, vice president of marketing, told ADWEEK. “There’s beauty in the fact that we do understand it later—it’ll happen, it just takes time.”

The long-form creative runs 73 seconds, with a mix of artificial intelligence for background scenes plus stock and user-generated images of moms and their kids. The soundtrack is a soulful remake of the classic Rogers and Hammerstein tune “You’ll Never Walk Alone.”

Mason has been a longtime fan of the song, saying it’s an untapped but fitting choice for Mother’s Day. (The tune has been sampled on Ted Lasso’s first season finale and served as the longtime anthem for Liverpool F.C.) The stripped-down cover comes from Oscar-nominated artist Abraham Alexander.

Insights-driven creative

Teleflora and Kantar surveyed nearly 1,000 consumers between 18 and 64 years old, finding that adult experiences such as having children (45%) and cooking their own meals (47%) helped them understand the value of their mother’s support.

With the new work, Teleflora continues its deft tight-rope walk between sentimental and sappy, aiming to set itself apart in the category with its unique takes on motherhood.

“We were very intentional about the moments we chose, hoping they’ll resonate with moms right now, no matter what stage they’re in,” Mason said. “And we were deliberate about the voice and tone so it would feel deep but not saccharine.”

Teleflora, which counts Mother’s Day as one of its most significant holidays of the year for sales, is among a raft of marketers launching campaigns this month. Per the National Retail Federation, consumers are expected to spend $34.1 billion, up from 2024’s $33.5 billion. On average, shoppers are reportedly spending $259 on gifts and activities, a $5 boost from last year.

“You’ll Never Walk Alone,” part of the ongoing “Love Out Loud” marketing banner, will appear on YouTube, Facebook, Instagram, Peacock, Lifetime, and other streaming, linear and digital platforms.

Along with the hero ad, Teleflora partnered with U.S. Women’s Soccer stars Sophia Wilson and Lindsey Horan for social media content.