Nursery Today magazine

First steps with Mothercare

After a decade, Mothercare marks first steps back into major advertising by celebrating the realities of parenthood.

Mothercare has teamed up with its newly appointed creative agency mcgarrybowen to truly reflect modern parenting in its first large-scale ad campaign in more than a decade.

First Steps has been developed to reflect the brand’s transformation, rooted in placing customers and parents, at the heart of everything they do. The work reflects the understanding that every time a baby is born, so is a parent. A series of creative executions will run across press, outdoor, social and online with each one showcasing that each milestone in a child’s development marks one for the parent too.

The creative executions capture moments from the first tears at birth to the first drop-off at nursery and the arrival of a second child. Each one will run the entire month of November.

Jayne O’Keeffe, Brand Consultant, mothercare said: “The journey that new parents go through resonates and transcends generations. The First Steps campaign puts the focus on that journey and truly reflects the raw emotion of having a child. It celebrates the perfect and imperfect realities of being a parent to reinforce our heritage as the global specialist for new parents.”

Charlie Hurrell, Managing Director, mcgarrybowen said: “Mothercare is a loved heritage brand, with 57 years of supporting parents with their expertise and empathy. Few brands could claim to understand parents quite like them, and First Steps reflects the timeless relevance of the mothercare brand by embracing the messy, real, beautiful and not-so-beautiful challenges of being a parent today.”


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