How much energy does it take to be a Mom? Philips in Argentina decided to find out in this clever viral experiment for Argentinian Mothers Day. The answer is “loads”, of course. What powers this ad to 5-Star territory isn’t just the respect it shows for high-octane parenting. It’s the use Philips put that energy to – powering a neo-natal ward. It’s a conceptually neat – and highly emotional – way of getting across the brand’s essence without boring the audience with product details.