A confused mother gazing earnestly at the laptop or a smartphone like it is some war machinery that will go off with one wrong button pressed is a common sight in most households. We tell them how to switch on a computer or unlock the screen of a smartphone over and over again. When she still does not learn, we finally give up and say mean things like “Don’t ask me again. I have taught you the same thing a thousand times before.”
Playing on this trope, Google has come up with an advertisement conceptualised by Lowe Lintas and partners that shows how a daughter helps her struggling mother to take her first step in the digital world.
Intended to advocate digital literacy among the women of India, Google’s ad will take you back to your fond childhood memories while stressing on the importance of empowering the women by helping them to go online. The ad starts with a young woman hurriedly preparing to leave home while asking her mother if she remembers everything she taught her. The mother replies in the affirmative and her daughter walks out of the door. After a few steps, the daughter suddenly travels down memory lane and recalls how her mother had taken care of every nitty gritty on her first day at school. Starting from the new uniform to new shoes, her mother had ensured everything was perfect. Even three little hours that they had to spend apart seemed to put a heavy weight on their hearts. She remembered how her mother had reminded her of how she should behave in class numerous times before letting her go. After years, she understands that her first day in school was more difficult for her mother than her. It was a test of her perseverance and patience. Changing her mind she enters the house once again and watches from a distance as her mother carefully turns on the laptop. She finally joins her mother, stating that it was her very first day in a new sort of “school”. The commercial ends with Google’s message ‘Help your mother discover a new world. Help her get online’.
Nothing short of a celebration of womanhood, this ad will definitely leave your eyes moist.
HUL, Intel, Axis Bank and Future Group, who partnered with Lowe Lintas to make this ad has also built a website to assist women when they feel unsure or confused while working on the internet. To advertise your brand or company effectively, log in to releaseMyAd.com.
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