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Tech start-up Elvie is on a mission to free mothers from cumbersome breast pumping and break down taboos around women's health.

This sense of liberation is brought to life in a tongue-in-cheek music video by Mother, which depicts mums dancing in a barn among dairy cows. It is based on the simple insight that many mothers say they feel like cows when breast pumping. But Elvie has reinvented the breast pump with a compact, silent, wearable device. The bold ad avoids the conventions of tech demos and soft-lit advertising to mothers, while featuring real mums. It was directed by Fiona Jane Burgess, who has also recently had a baby.