Lauren Greenfield recently directed a series of Mother’s Day commercials for Hallmark featuring the stories of real-life moms and their kids. The campaign, called #PutYourHearttoPaper, follows Lauren’s award-winning directorial turn for Always with “Like a Girl,” which won Leo Burnett 11 awards at this year’s Webby Awards, including Webby’s Agency of the Year. (Read more about that at adage.com.)
“With Mother’s Day approaching, Hallmark embarked on a social experiment asking people to talk about their moms on camera and describe their feelings beyond the typical expressions of ‘I love you’ and ‘thank you,'” Hallmark explains at its official YouTube channel.
“They found that by removing those go-to phrases, the emotion behind the love for their mothers was revealed and they were better prepared to put their heart to paper on Mother’s Day. What they didn’t know was that their moms were watching from another room. The videos capture the heartwarming reactions the moms had to their children’s words.”
