Oishii Creative Says Goodbye to Mum Guilt in New Spot for TV Network Sprout

After a successful collaboration on Sprout’s 2015 Brand Refresh, creative solutions company Oishii Creative was recently commissioned by the 24-hour preschool television network to create a new on-air 30 second spot, “Mom Is Here,” that highlights its annual #MomIsHere campaign in support of mums everywhere.

The spot begins with a sleeping mum being abruptly awakened by her young daughter yelling “Mom! Mom! Mom!” and nudging her. What follows in the energetic ad are other typical “Mum” scenarios throughout the day, whether it’s a syrupy-sweet smile and eyebrow wiggles from her son asking for her to join him in playing videogames or daughters screaming at the top of their lungs while dad chases them around the living room table. “Help us say goodbye to mom guilt,” says the voiceover, which then encourages viewers to share the message with the mums in their lives to let them know, “they’ve got this.”

“At Sprout, we want to turn mum guilt on its head and celebrate what mums are doing right each and every day,” said Kristen Campolattaro, VP, Brand Marketing, Sprout. “Every day isn’t perfect, but mum is here physically and figuratively—and she’s got this.”

“In order to carry on the message of the #MomIsHere campaign, we worked with Sprout to create a video showcasing a variety of scenarios that show just how important mums are to their families,” says Ismael Obregon, Co-Founder/Chief Creative Officer of Oishii Creative. “Our instructions were to eschew the overly sappy feel that is often associated with these types of videos. Instead, we wanted a piece that shares Sprout’s brand values of standing by mums, and seems genuine and authentic. I think we achieved that.”

Working from Sprout’s concept and script, Oishii handled the casting, shoot and editorial on the “Mum Is Here” on-air spot. From there, the network will re-cut the spot with additional footage shot by Oishii to create a number of other versions for social media and integrated brand tie-ins.

Oishii shot a cast of 18 kids (ages 4-10) and seven adults (six “parents” and a “grandparent”) to capture various family scenes over the course of three days on-location in Los Angeles. An additional photographer caught candid moments of the Sprout “kids” and “parents” interacting in real ways to provide a library of families for Sprout marketing campaigns.

Currently, Oishii and Sprout are developing additional creative assets to augment the existing brand refresh toolkit, including new bumpers, genre opens, a live-action promo package, and a 30 second brand spot. The new elements will launch in later this year.