GRAB | MOTHER'S DAY 2

Background

To increase its business on Mother's Day, Grab wanted to campaign their Mother's Day line from the previous year, ‘Some gifts take time. For everything else, there's Grab.’

The campaign made an about-face from the usual touching Mother's Day ads, while highlighting a very real situation for young Asian couples. Grab effectively used this to highlight the benefit of its instant deliveries.

Idea

Building on last year's Mother's Day film about a mom's impossible demands for a grandchild, this hilarious sequel has the mom now wishing to meet the grandchild of her now-pregnant daughter-in-law. In a surprising twist, the woman gives birth to a Grab delivery man, driving the message that while babies take time, Grab is always there to deliver instant gifts.