UK leading online greeting card marketplace thortful have launched a Mother’s Day campaign that illustrates the competitive nature between siblings at Mother’s Day.

The ‘Win Mother’s Day’ campaign is centred around a new film, which follows on from thortful’s Valentine’s Day ‘Dolphin Sounds’ ad, which was the brand’s first after hiring independent creative agency isobel. It uses the same ‘that’s really really really really really really thortful endline’.

‘Win Mother’s Day’ features three siblings, each giving their Mum a Mother’s Day card in turn. The thortful card wins the day, with the thrilled Mum clearing her mantlepiece of all her prized positions to make way for it.

The campaign was written by isobel’s Tom Dyson and Lance Boreham, and directed by Mike Maguire, through Outsider. It will run across social and digital channels.

Pip Heywood, chief commercial officer at thortful, states:  “Another slam dunk from isobel and the team in terms of a human insight behind our Mother's Day ad.  Who doesn't want to win the glory of pride of place on the mantelpiece?  Whilst the rest of the category goes with the obvious, thortful continue to push home the real and it's that, not deep pockets, that builds brands."

“Our first campaign for thortful certainly got noticed and was talked about, which was exactly what we were after”, says Jamie Williams, managing partner at isobel. “Whilst our follow up film for Mother’s Day is different, it’s again very much in keeping with thortful’s quirky, playful and insightful personality, which is a lot of fun to operate in”.

thortful are an online marketplace, offering thousands of unique cards created by small independent designers, as well as heartfelt gifts. The company was founded and is owned by entrepreneur Andy Pearce, who previously founded PowWowNow.