Mothers Day Campaigns , what some brands got right
According to the National Retail Federation, consumers spend an average of $248 during Mother's Day. Design Rush also predicted spending would hit a record billion in 2026. While more expected items like dining, flowers, and beauty products remain popular, the real challenge is for brands to advertise in a way that feels relevant to consumers in 2026.
For Mother's Day this year, some brands really leaned into what modern motherhood and invisible labor look like. Mother New York is a global advertising and creative independent agency initially founded in London in 1996, with the New York office acting as a creative hub.
The agency posted a video showcasing a women carrying her baby and stroller up the stairs at an NYC subway because they do not have elevators or ramps for accessibility. In the video men are seen walking past her. “ Men of NYC, WTF?” Text in pink reads. The video shifts to men in a gym. “ Men, it’s time to step up.” “MAMA training ( Men assisting, Moms ascending). No dumbbells, no barbells. Just strollers. The mother of all workouts.” The agency posted a caption alongside the brand copy- “This Mother’s Day, it’s time for the men of NYC step up. Click the link in the bio to participate in the mother of all workouts .”
Not only did Mother create a compelling digital ad and campaign messaging, but they also hosted and backed it up with an in-person event and offline experience. A physical pop-up event was held in Williamsburg on Sunday, May 9th, where men lifted baby strollers and did squats with them like workout equipment. Rather than relying on sentimental clichés, the campaign highlighted the physical and emotional labor many mothers navigate every day. It also offered a direct call to action by encouraging men to share more of the responsibilities that often fall disproportionately on women.
Campaigns like this reflect a shift in how brands are approaching Mother’s Day advertising in 2026. Consumers respond to messaging that feels culturally aware and grounded in real experiences instead of polished or generic celebrations of motherhood. Brands that acknowledge the realities of parenting, caregiving, and unequal labor divisions are more likely to create campaigns that resonate and inspire engagement beyond social media.
Successful campaigns have to do much more than sell products or services in 2026. For marketers, this is a lesson in how to successfully advertise during busier or noisier seasons like holidays. Campaigns that are about creating conversations, demonstrating empathy, and connecting with audiences through authenticity will stand apart from the rest. Whether through experiences, social storytelling, or community-driven messaging, brands that can tie their campaigns to real-world experiences are setting a new standard for marketing.
Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.
