Mother makes 10 Cane hip

"It's a dream project for us here at Mother. Not just because we have gotten the opportunity to create an integrated campaign, but also because we are involved in building a luxury brand from scratch together with LVHM, down to the tiniest detail. Our copywriter Todd has even written the text on the labels, says Linus Karlsson quite chuffed.

Louis Vuitton Moet Hennessy sent the creative posse from Mother down to Trinidad for 12 days, where the photographer Lars Topelman shot around 5000 pictures that are used in the campaign, and Linus Karlsson himself picked up a camera to shoot the commercials. Linus says he doesn't plan on becoming a director, this was simply the exception to the rule. The commercials will be aired on cable TV and in cinemas this fall, while the press ads are already running in mags across America. Super adgrunts, have a sneak peek at one of the commercials here:

Daryl Dancing

You can also see ads and images on

Mother promises more booze ads shortly, as they have already launched a rather raunchy campaign for Milwaukees Best.

Around here you adgrunt guys probably know the boys Paul and Linus behind Mother well, they made a splash 5 years ago when their Buddy Lee campaign became a viral campaign (possibly the very first one?), you can read more about that under the Rubberburner story and clips.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • caffeinegoddess's picture

    Eh. Watching a fella dance for :30 gets boring after about :10...what's the payoff? Nothing. At least not so far.

    Jul 25, 2005
  • Andreas-Udd's picture

    He does know how to move, and the music is great, but yes it gets terribly boring. A 15-20 would do I think. Maybe they are trying to bottle that dancers "cool" which probably comes from the wisdomwords "dance like nobody is watching".

    Jul 26, 2005