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Dental Care Brand Darlie Malaysia Highlights Expectations of Mums in Beautiful Mother's Day Film



In a world of always-on societal pressure, campaign from FCB Malaysia seeks to reassure mums that they already know what’s best

Dental Care Brand Darlie Malaysia Highlights Expectations of Mums in Beautiful Mother's Day Film

A mother’s role is hard enough, and yet it’s made even more difficult by the burden of unfettered commentary and opinions. But whose expectations should really matter? That’s the central premise of FCB Malaysia’s latest piece for Darlie Malaysia, released in conjunction with Mothers’ Day 2021.

Melissa Wong, marketing director of Hawley & Hazel Malaysia, comments: "As a mother myself, I know very well that motherhood is a constant struggle. But the burden becomes heavier when mums are weighed down by not only their own expectations on themselves, but also the expectations of others of what they should or shouldn’t do as a mother. But, when we take a step back, we will realise that it’s impossible to be perfect and to please everyone around us. That’s why, this Mother's Day, we want to remind all mums that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mum’."

‘Expectations’ is the first in a series of brand initiatives by Darlie Malaysia that aims to show the story behind an authentic, confident smile as encapsulated by its tagline of ‘Your Smile Shines’.

“This project introduces Darlie Malaysia’s belief that the only benchmark we should measure ourselves against is our own. Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our mums are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms," said Tjer, creative director of FCB Malaysia.


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Genres: Storytelling

Categories: Beauty & Health, Dental Care

FCB SHOUT, Fri, 07 May 2021 08:11:00 GMT