Real moms sharing awkward stories (and pics) for Mother's Day

Peoples Jewellers is celebrating moms and the devotion they have to their kids in a new, lighthearted Mother’s Day campaign called “For All She’s Done.” Featuring real moms and real, awkward childhood stories, this series of TV spots highlights just how much moms do to support their kids. 


Each of the three TV spots features a voiceover from an actual mom who has found the ideal Mother’s Day gift at Peoples. They go on to “encourage” their now-grown child to purchase it as a way of saying thanks for supporting them through a particularly awkward childhood phase—like their goth music phase or their do-it-yourself haircut phase. Beautiful jewellery footage is juxtaposed with photos of the kids’ past, demonstrating just how worthy mom is of an exceptional gift this Mother’s Day.


“Our latest television campaign showcases a more lighthearted facet of our Love Is Worth It positioning,” says John McNamara, Vice President of Marketing for Peoples Jewellers. “We wanted to showcase just how much love, and how much patience, moms have for their kids throughout their lives. It’s a love that’s unwavering, and that deserves something truly special.”

“We all went through an awkward phase,” said Laurent Abesdris, Creative Director at Juliet, the agency that worked with Peoples to create the campaign. “Growing up is a formidable experience that can lead us down some ‘interesting’ paths. Luckily for most, the one constant during those formative years is a wonderful, supportive mom who loves and guides us without judgement; a mom that most definitely deserves a big thank you.”


The spots will air until Mother’s Day on May 12. 

Client: Peoples Jewellers


Agency: Juliet

Chief Creative Officer: Ryan Spelliscy

Chief Strategy Officer: Sarah Stringer

Head of Client Engagement: Leanne Goldstein

Head of Art: Denise Cole

Creative Director: Laurent Abesdris

Head of Production: Andrew Schulze

Business Lead: Jes Watson


Sparks Productions

Executive Producer: Andrew Crosbie

Director: Larissa Issler

Producer: Trudy Turner

Editorial: Saints Editorial 

Editor: Cameron Lasovich

Executive Producer: Stephanie Hickman

Associate Editor: Jake Heise

VFX: Fort York

Flame Artist: Ernie Mordak

Flame Artist: Marco Polsinelli 

Producer: Erica Bourgault-Assaf

Sound: Grayson Matthews

Director: Aaron Verdonk

Engineer: Chris Masson 

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