1950s
Persil: What is a mum?
Filmed in black and white, the 1950s ad shows a mother returning home to do the washing while her son fixes his motorbike. The voice over by a man says: "A mum is someone who worries herself half to death and then pretends she wasn’t fussing." She is someone who "needs a lot of patience" and a lot of Persil, he adds.
1980s
Oxo: The Oxo Mum
This much-loved ad from the 1980s features the Oxo mum (played by Lynda Bellingham). It is recognised as a classic where she presents the dinner with the words: "Yes it is foreign" to her children. But she finishes saying to her husband seductively: "Remember Preston."
2010
John Lewis – Always a Woman
This follows a newborn baby through her life into girlhood, womanhood, motherhood and then even grandmotherhood in 90 seconds. The spot sees her wearing red throughout as the song 'Always a woman' is sung. The tug on the heartstrings finishes with the John Lewis words: "Never knowingly undersold".
2014
American Greetings and Cardstore - World’s Toughest Job
Women are doing the toughest job and not getting the credit, according to one greetings card company. Webcam footage of people being interviewed for a fake job entitled 'director of operations' reveals the "extensive" scope of the role. It involves working standing up, a 135 hour week, no sleeping and a salary of "absolutely nothing". While the shocked applicants respond he explains these people are mothers. The emotive ad finishes with the words: "This Mother’s Day you might want to make her a card."
2015
L’Oreal - Women of Worth
Women are changing the world in this film. This Women of Worth celebration shows the inspiring stories of women who have made a difference. This spot highlights one of the mothers, Phyllis Sudman, who lost her son to a heart condition. As a founder of Simon’s Fund she helps to raise awareness of the issue. The theme is that when a woman feels that she’s worth it, she is empowered.