Van Houten Mother of Ideal

  • EMOTION INTO ACTION SCORE 82.92
  • YEAR 2016
  • Parent company Kataoka
  • AGENCY Tokyu Agency Inc
  • CATEGORYBeverage
  • SUB-CATEGORY Warm Beverage
  • REGION Asia Pacific
  • COUNTRY Japan
  • MEDIUM Digital

Our Opinion

An extremely simple idea – reassure stressed Japanese mothers that they’re doing a great job by showing them interviews with their kids – which is well executed to make a 5-Star ad. What’s interesting here is the brand – not a diaper or milk manufacturer but simply a popular brand of cocoa. The emotions of reassurance and comfort in the ad match the brand nicely and there’s no sense the ad is telling mothers how to do their job. It also shows that any brand can tap into highly emotional and effective advertising if they’re imaginative enough.