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Creative

#PyjamaMamas Go Bananas in Mother London's Cheeky Vauxhall Spot

Mother teams with Rankin, director Jake Nava and MC/DJ duo HardNox to launch a campaign bursting with swagger

#PyjamaMamas Go Bananas in Mother London's Cheeky Vauxhall Spot

Vauxhall Motors has unleashed their cheekiest campaign to date with ‘Pyjama Mamas’ bringing attitude, confidence and swagger to support the newest member to Vauxhall’s SUV family, the Crossland X.

‘Pyjama Mamas’ is Mother’s first campaign for the Luton-based manufacturer and with renowned fashion photographer Rankin hired to shoot stills, commercial and music video director Jake Nava shooting the TVC and a partnership with Channel 4 alongside Jessica Hynes and Sally Phillips, Pyjama Mamas sets out to shake-up traditional car advertising, celebrating hard working mums who put family first and do so with swagger.  HardNox, the Las Vegas based MC/DJ brothers Dan and Jim Kehoe, provide a speaker busting soundtrack ‘Pajamas All Day’ across the campaign which will have everyone dialling-up the volume. 


Simon Oldfield, Marketing Director for Vauxhall Motors said, “Pyjama Mamas is a punchy and upbeat campaign for our newcomer, the Vauxhall Crossland X. Our brief was to bring something very different to our burgeoning SUV offering, which is due to grow still further in 2017 with the launch of the larger Grandland X later in the year. Our optimistic take on life as well as the, ‘Isn’t life brilliant’ brand positioning have been incorporated throughout the campaign.”

The Pyjama Mamas will launch across digital, TV, PR, social, CRM, press, showroom POS and OOH from 30th June 2017. Within the TV campaign, a number of features will be showcased including the 180˚ rear-view camera, “Cause mamas need eyes in the back of their heads” and versatile room for everyone, except ‘Pyjama Haters’. 

Katie Mackay, Head of Strategy at Mother added, "In a sea of SUV sameness, it's been a joy to give the Crossland X a platform that befits the swagger and style of the car and its future drivers, while giving Vauxhall a contemporary voice in British culture."

‘Pyjama Mamas’, was created by Mother.  Priced from £16,555 on-the-road, search ‘Crossland X’ for further information or watch the ad here.

Vauxhall Motors’ brand promise of ‘optimism’ is brought to life with the ‘Isn’t life brilliant’ strapline. A newly-launched look and feel will continue with a new blade signature sign-off used across all creative and the strapline of, ‘Isn’t life brilliant’.

Creative Agency

Music Supervisor: Dave Bass at We Are Theodore

Creative Agency: Mother

Digital Production Company

Colourist: Dave ‘Luddy’ Ludlam

Music and Sound

Sound Design: Munzie Thind

Song: Pajamas All Day by Hardnox

Audio Post Production: Grand Central

Offline

Editor: Ben Stephens

Edit Company: Final Cut

Edit Assistant: Elyse Raphael

Post Production / VFX

Post Production House: The Mill

Executive Producer: Misha Stanford-Harris

2D Lead Artists: Brad Wood

2D Artists: Sole Martin, Gav Marler, James Pratt

Production Company

Executive Producer: Benedict Cooper

Director: Jake Nava

Production Company: Cherry Studio

Category: Automotive , Cars

Genre: Comedy , Music & Sound Design