Hasta La Creative!

Mother’s Day doesn’t hit until May 10, but it’s never too early honor Moms.

Brazilian agency F/Nazca Saatchi & Saatchi is getting ahead of the marketing rush with a tender short film for household appliance maker Electrolux. With “Fantasy Kitchen,” agency and brand highlight the bonding session between a couple of Brazilian moms — who happen to be real Electrolux consumers — and their kids via tall tales and food. The children’s fables not only inspire their moms’ handiwork in the kitchen, but an illustrator who brings their dreams and characters to life. The end result is a meal and experience worth savoring, if only to see the moms’ and kids’ reactions.

This isn’t the first time Electrolux has mixed cooking with sentimentality; the brand’s holiday-themed “A Special Evening” effort did the same.

Sandra Montes, Electrolux marketing director for Latin America, sums up the client’s marketing approach:

“The brand has adopted storytelling in the digital environment as a powerful tool capable of contributing to brand building, and generating knowledge and experience for the consumer. Electrolux has invested the most in digital channels over the last three years, with investments representing 10% of the company’s annual marketing budget.”

“Fantasy Kitchen” will air online and on various social networks as well as in retail stores.

General Creative Direction: Fabio Fernandes | Eduardo Lima
Creative Direction: Theo Rocha
Editing: João Paulo Testa
Art Direction: Ricardo Pocci
Account Management: Marcello Penna | Gisela Assumpção | Gabriela Marques | Roberta Prevedello | Julianna Carvalho
Planning: José Porto | Guilherme Pasculli | Erika Kitabayashi | Fernanda Malaco
Media: Fábio Freitas | Adriana Roza
RTVC: Victor Alloza | Renato Chabuh | Fernanda Sousa | Maira Massullo | Rafael Paes
Producer: Big Bonsai
Scene Director: Adriana Yañez
Director of Photography: Bruno Tiezzi
Post Production: Big Bonsai
Finishing: Big Bonsai
Executive Producer: Clara Ramos
Assembling: Gugu Figuerôa
Service: Clara Ramos
Sound Producer: LOUD
Maestro:  LOUD Team
Account Management: Ludmila Stempniewski
Projects: Aline Verissimo | Beatriz Agnelli
Content: Rogerio Soares
Client Approval: Sandra Montes | Silvia Tamai | Rita Moraes

Well, Mother’s Day may have been over two weeks ago, but apparently May is Mother’s Month now (who knew?) so technically F/Nazca Saatchi & Saatchi isn’t late to the party with their maternally sentimental spot for Electrolux, entitled “Best Mother’s Day Present.”

The 2:30 spot tells the story of a daughter leaving São Paulo for college on Mother’s Day, and the sentimental surprise she received on her flight, causing the airline to make an exception to its menu. F/Nazca Saatchi & Saatchi reverse the traditional role of mothers receiving gifts on their day, ending with the message “Because being a mom is the best Mother’s Day present.” Be warned that, if you’re the kind of person who is strongly affected by this kind of thing, the emotional spot may make you shed a few tears at work, so you just might want to wait until the week is officially over to check it out. Stick around for credits after the jump. continued…

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