New Work: Zales SuperMom Campaign

This Mother’s Day, Zales is celebrating the super moms — the moms that multi-task and work overtime at the office and at home. We are recognizing all moms with a “Celebrate Your SuperMom” campaign. Through Pinterest, Twitter, Facebook, TV, in-store and catalog efforts, Zales’ and its advertising partner GSD&M will invite users to share why their mom is a SuperMom for the opportunity to win a $2,500 Zales shopping spree.

With the creation of a Zales’ Pinterest board, the campaign will ask users to pin SuperMom-worthy gift ideas as well as other cool things to celebrate super moms everywhere.

Zales’ Twitter and a SuperMom-branded Facebook page will serve as a sounding board for users to express their SuperMom gratitude. By sharing stories and tips from their moms, users have the ability to share a SuperMom badge through Zales’ virtual gift store but one winner will be awarded a $2,500 Zales shopping spree if their SuperMom story is chosen. In addition, Zales is partnering with mom bloggers during National Mom’s Nite Out for a #SUPERMOM Twitter party (5/10 from 8-10pm EST).

And for the first time, TV and catalog efforts will support the social media efforts to include the #SUPERMOM hashtag and drive viewers to Facebook.

In-store efforts include SuperMom-tagged and recommended gifts that also encourage consumers to visit Zales’ social media platforms to tell their stories.

All creative efforts will run up until Mother’s Day, May 13.


Agency:  GSD&M
Spot Title:         SUPERMOM
Group Creative Director:      Brent Ladd
Creative Director/Art Director: Will Chau
Creative Director/Writer: Lara Bridger
Associate Creative Director/ Writer: Carlotta Stankiewicz
Art Director:    Madeline DeWree, Keli Linehan
Writer:   Reagan Ward, Charlie Wolff
Executive Producer:      Brent Holt
Producer:      Taylor Lovell
Director:    Michael Haussman
Production Company: HSI
Editorial Company:      Beast Austin
Product Shoot Director: Irv Blitz
Editor:     Sam Selis
Art Buyer:       Kelly Hopkins
Account Service:   Shannon Lugo, Anne Kennedy
Experience & Insights:  John D’Acierno

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