• Language
    • ENGLISH
    • GERMAN
    • SPANISH
    • FRENCH
    • ITALIAN
    • JAPANESE
    • PORTUGUESE
    • CHINESE
    • RUSSIAN

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Hobby Lobby Tells Story of a Single Working Mum This Christmas

US arts and crafts chain launches festive ad via The Richards Group and Tool of North America's Rudi Schwab

Hobby Lobby Tells Story of a Single Working Mum This Christmas

In anticipation of the upcoming holidays, Hobby Lobby has teamed up with The Richards Group and Tool of North America to produce 'Working Mom', a one-minute heartwarming spot that follows the story of a single-working mum and her son as they navigate the busy times that surround Christmas.

In 'Working Mom', the spirit of the holiday is captured in a compassionate, personal and surprising way, following a single mum as she works to care for her teenage son. The director, Rudi Schwab, strives to build stories that are true to the characters who inhabit them, and was inspired to dive into this project with that tagline in mind. The spot reflects a reality that many are familiar with: there is never enough time in the day to do everything we have to do. But there is a comfort in knowing we’re doing our best. The spot shows a mum who is confident in the choices she makes, because it means a good life for her and her son.

Directed by Tool of North America’s Rudi Schwab, the spots follow a single mum as she works to care for her teenage son. As she juggles cleaning, working and providing for the both of them, her son seemingly overlooks the work she puts in. One morning, while eating breakfast, the son notices the Christmas tree in the living room that has yet to be decorated for the holidays, as well as the basket of laundry that needs to be done.


A light-bulb moment happens and we see the son peddling his bike to a pawn shop to trade in some of his own items while his mum is at work. We then return to the son who has made his way back to the house, finishing up the now decorated Christmas tree. Finally, we see the mum making her way back home, noticing a new holiday wreath hanging on their door. Upon opening the door, she is greeted by the seasonally decorated living room, Christmas tree, and her nicely-dressed son standing next to Christmas gifts, showcasing the breadth of products Hobby Lobby is able to provide its customers during the holiday season.

The spot reflects a reality that many are familiar with: there is never enough time in the day to do everything we have to do. But there is a comfort in knowing we’re doing our best. The spot shows a mum who is confident in the choices she makes, because it means a good life for her and her son.

Before venturing into directing, Rudi Schwab was a photographer for magazines including Elle, Seventeen and Cosmopolitan. Since his shift into commercial directing, he has collaborated with major brands such as Google, Hewlett-Packard, Disney and Samsung. Most notably, he directed “Handle with Care” for Gillette, which took home 7 Cannes Lions and 4 Gold Clio Awards. He has garnered other awards including Emmys and AICP Awards. 

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Client: Hobby Lobby

Founder & CEO: David Green

Asst. VP Marketing: Joe Fallon

Advertising Director: Kelly Black

Special Projects Manager: Diane Gudahi

Creative

Creative Agency: The Richards Group

Creative Director / Writer: David Morring

Creative Director / Art Director: Tim Tone

Broadcast Producer: Sheri Cartwright

Broadcast Business Manager: Anne Watkins

Brand Management / Principal: Jon Lee

Brand Management: Jeff Warren, Krystie Wahnschaffe, Jillian Holliday

Production

Production Company: Tool of North America

Director: Rudi Schwab

Managing Director: Nancy Hacohen

Executive Producer: Rob Sexton

Producer: Kevin Corner

Editorial

Editing: Cabin Editing Company

Editor: Isaac Chen

Managing Partner: Carr Schilling

Producer: Liz Lydecker

VFX

VFX: ALT VFX

Executive Producer LA: Chris Fieldhouse

Category: DIY Stores , Retail and Restaurants

Genre: People , Storytelling