Mother's New Evie Campaign Pumps Up the Volume

To mark the launch of the world’s first silent, wearable breast pump, consumer tech company Elvie are releasing a tongue-in-cheek music video that showcases the freedom the new pump gives to expressing mums.

Created by Mother, the film and social assets focus on the insight that, until now, new mothers had to be hooked up to clunky and noisy contraptions to express milk, which make them feel 'like a cow'. The Elvie Pump however, is completely silent, has no wires or tubes and fits discreetly inside a nursing bra, giving women the freedom to move, hold their babies, and even go out while pumping.   

In the music video a cast of four mothers dance amongst cows in a highly stylised dairy barn, to a specially commissioned track, called Pumping. Unplugged, with irreverent and catchy lyrics that touch on some of the realities of using breast pumps. 

“The Elvie Pump is such a revolutionary product that it deserved a bold and provocative launch," said Ana Balarin, partner and ECD at Mother. "By drawing a parallel between expressing women and dairy cows we wanted to put breast pumping and all its challenges in the spotlight, while demonstrating in an entertaining and relatable way the incredible sense of freedom that the new pump will bring.”

The director, Fiona Jane Burgess, and all four dancers are mothers who have experienced first-hand the challenges of expressing and the limitations brought by traditional breast pumps. The collaboration with real mothers was pivotal to the production, giving authenticity to the light-hearted approach to a delicate theme. 

“Our aim is to transform the way women think and feel about themselves by providing the tools to address the issues that matter most to them, and Elvie Pump does just that," said Tania Boler, founder and CEO of Elvie. "We’re excited to be launching a product we know will be a huge leap forward in this space.”