Peoples Jewellers Pays Tribute to Awkward Childhood Phases for Mother's Day

Peoples Jewellers has celebrated mothers and the devotion they have to their kids in a new, lighthearted Mother’s Day campaign called “For All She’s Done.” Featuring real moms and real, awkward childhood stories, this series of TV spots highlights just how much moms do to support their kids. Created by Juliet, the brand encourages Canadians to remember their most hilarious childhood phases.

Each of the TV spots features a voiceover from an actual mum who has found the ideal Mother’s Day gift at Peoples. They go on to “encourage” their now-grown child to purchase it as a way of saying thanks for supporting them through a particularly awkward childhood phase — like their goth music phase or their do-it-yourself haircut phase. Beautiful jewellery footage is juxtaposed with photos of the kids’ past, demonstrating just how worthy a mother is of an exceptional gift this Mother’s Day.

“Our latest television campaign showcases a more lighthearted facet of our Love Is Worth It positioning,” says John McNamara, vice president of marketing for Peoples Jewellers. “We wanted to showcase just how much love, and how much patience, moms have for their kids throughout their lives. It’s a love that’s unwavering, and that deserves something truly special.”

“We all went through an awkward phase,” said Laurent Abesdris, creative director at Juliet. “Growing up is a formidable experience that can lead us down some ‘interesting’ paths. Luckily for most, the one constant during those formative years is a wonderful, supportive mom who loves and guides us without judgement; a mom that most definitely deserves a big thank you.”

The spots will air until Mother’s Day on May 12.