Marias Gamesa’s homage to mothers

This beautifully-shot spot, created by agency Isla through Primo for cookie brand Marias Gamesa, is an authentic and emotive portrayal of the ‘behind the scenes’ moments of motherhood. 

Subverting traditional tropes and stereotypes of mothers, Imperfect Motherhood, sensitively directed by Magdalena Arrieta, instead presents a raw, honest and relatable image of real women and the emotional ups and downs of parenthood. 

Alongside these honest, emotional scenes are quotes from their children describing their mothers as strong, brave, beautiful, and that they 'never cry', truly emphasising the way in which Mexican mothers feel they have to stay strong and hide their struggles. 

Daniel Díaz, Sr. Marketing Director at Marias Gamesa, said: “According to the last study conducted amongst our consumers, 93% of Mexican mothers don’t identify with the representation of motherhood in advertising. We’ve become accustomed to seeing perfect mothers who can deal with anything with a big smile on their face, but the truth is, that motherhood is not just that.

With this campaign, Marias Gamesa aims to break with the perfect-mother stereotype and show the wide range of emotions that Mexican mothers experience, in an attempt to support them and pay tribute to the extraordinary job they do day after day.”