The Quality of Mom 媽媽的質感

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The Quality of Mom

The commercials are based on the concept of “the Quality of Mom” and created to reenforce the brand imagery of Mayflower. The two-minute-eleven-second spot is composed with four chapters including: the Quality of Mom, Caring, Solicitude, and Support, respectively.

What is the role that your mother plays in your life?

The idea of this commercial is inspired by the creators suffering from allergy during childhood. Despite season changes, allergy causes the creator runny nose. While repeatedly wiping nose with tissue, the peeling on the nose hurt the gentle skin so much. In order to reduce the pain, mother chooses Mayflower after trying different brands of tissue for its extraordinary softness.

媽媽的質感

媽媽的質感為系列目的替五月花深化自身品牌形象的廣告形象影片，共分為四章：媽媽的質感、照顧、關心以及支持。廣告形象片總時長為2分11秒。

對你/妳而言，母親在你/妳生活裡扮演著何種角色呢？

創作者以自身經歷出發，童年時期飽受過敏症狀困擾，無論是夏季與冬季，鼻子上總掛著因此引起的鼻水，也因需反覆擦拭，鼻子經常紅腫與脫皮。

爲解決此情況，母親添購了許多廠牌的衛生紙讓她嘗試，最終則是使用五月花衛生紙改善此情形。

Comparing to other brands, Mayflower is lacking of unique characteristic. In order to reenforce the impression of Mayflower on the customers, “the Quality of Mom” is applied to connect the relationship between the brand and the mother to indicates the warmness that every mother has devoted to her children. Moreover, the idea is developed further into five keywords: home, mother, quality, softness and finally cleanness. The branding commercial, therefore, is created under these keywords to express “soft caring”, “deep solicitude”, “gentle support” and “the quality of mom.”

The branding commercial of “the Quality of Mom” take Mayflower as a metaphor to signify the unconditional love from all mothers. With the transitions among scenes taking place, the visuals carry along the story to remind the consumers of their different stages in their growing period. As the tissue takes the consumers through the subtle changes in the film, it brings the memories of “caring”, “solicitude”, “support” from a mother. At the end, the warm and lovely home symbolizes the forever love of a mother and echoes the value and philosophy of Mayflower.

比較五月花與其他競品較無鮮明的品牌形象，〈媽媽的質感〉希望能強化大眾對五月花的認知，透過五月花與母親間的連結，傳遞母親在日常裡帶來的溫暖。並替五月花的品牌定位收斂五大關鍵字，分別為家、母親、質感、柔軟與潔淨，而這些關鍵字也將成為形象片的概念主軸，「照顧是蓬鬆的、關心是深厚的、支持是柔軟的，這是媽媽的質感。」。

五月花廣告形象影片〈媽媽的質感〉將五月花比喻為媽媽無私的愛，透過場景轉換喚起觀者在成長過程經歷的各個時期，透過衛生紙劃過各重要物品上的變化，象徵媽媽的照顧、關心與支持。最後以被植被圍繞的家作為形象片結尾，代表媽媽的愛將不斷延續以及五月花也將和這份愛一樣持續守護在我們的身旁。