Thyme Maternity "Beautiful as life" (2016) :45 (Canada)

In which advertising tells us how it feels to be pregnant. I can't speak for myself since I'm a dude but I would very much like to know what Dabitch, who gave birth to her daughter, thinks of this ad. I think it's very trite and not very insightful and you could swap any maternity clothes store for Thyme Maternity here but that might just be me. It's not a very deep insight.

Client: Thyme Maternity
Agency: Sid Lee

AnonymousCoward's picture
Dabitch's picture

Correct, it's not setting Thyme apart from any other maternity clothing brand at all - plus the clothes were kind of whatever.

David Felton's picture

Does functional difference matter, as long as we remember the brand? Just putting that out there. Some will argue, no. Still, we can debate product differentiation for the next 9 months if you like.

Dabitch's picture

Why would I remember the brand when the spot wasn't doing much of that elusive "branding" either? Generic stuff + logo & payoff at the end doesn't automatically = branding. Also, at the end of the pregnancy+right after birth ain't nobody feeling "as beautiful as life" honey.