Chase:
This Mama — Beyoncé Spot
As part of my Creative Brain in Advertising capstone course during my graduate career, we were required to critique an ad agency of our choice, and create two ads using any medium, to extend the critiqued campaign from the agency.
I chose to extend Droga5’s film campaign for Chase called “This Mama,” created in part for their sponsorship with the U.S. Open and support of Serena Williams on her return to the court post-pregnancy. To extend the campaign, I decided to recreate it using another mom who also lives out motherhood and life on a world stage: Beyoncé.
Rationale —
In 2018, Chase released the “Mama Said Knock You Out” campaign featuring Serena Williams — an extension of the original “This Mama” campaign purposed to start a social conversation celebrating all moms out there who are making the most out of life.
The campaign would inspire and ultimately empower others to share their authentic and inspiring stories of motherhood and galvanize a new community. Furthermore, it would inspire working mothers to see Serena as not only a champion, but as someone who is just as human as they are.
Much like Serena’s spot, the idea behind this commercial is to send a message to audiences that Beyoncé’s return from maternity leave isn’t a comeback; she’s been here all along. Beyoncé has always inspired women and she takes pride in the fact that becoming a mother of three has made her both stronger and more vulnerable.
The feature of “Mama Said Knock You Out” by LL Cool J is to represent self-motivation and a message that motherhood isn’t something to “come back” from. It’s a part of life that moms in all stages of motherhood draw strength from.
I could think of no better way to continue the campaign than with another strong woman who is at the top of her career much like Serena, and balancing it all with such grace, tenacity and strength. Beyoncé truly gives meaning to the phrase: “#ThisMama is unstoppable.”
The ad would run both online and in OOH in addition to during Beyoncé’s global On the Run Tour locations where thousands of her fans would be able to be reached, or at Coachella.
