To remind shoppers to stop at John Lewis for a thoughtful gift for their mothers, John Lewis has launched a new social campaign starring actress, writer and mum Daisy May Cooper.

The social-first push is rooted in the simple insight that the best people to tell you what mums really want for Mother’s Day are mums. The campaign looks beyond the gloss to share the real, messy experiences of motherhood that Cooper, as a mum of five, shares with authenticity.

Spotlighting products that will win this Mother’s Day, May Cooper recommends different gift ideas across six different executions. She also shares some anecdotes of her own experience as a mum - including being given a jalapeño hummus facial by her daughter.

All her recommendations are available to buy in John Lewis, including a Shark CryoGlow Facemask, an l Neom three wick candle and noise cancelling headphones ‘to drown out the kids’ for a minute. 

Rosie Hanley, Marketing Director at John Lewis, explains, "Daisy May Cooper is loved for her real talk and we knew that we needed a dose of this trademark honesty to find out what mums really want this Mother's Day. This content reminds us that when a gift can speak a thousand words, it’s best to avoid a DIY disaster or a last-minute panic buy. Luckily, at John Lewis we've got the gifts that will actually make her day this Mother's Day."

Caroline Paris, Head of Creative at Saatchi & Saatchi, adds: “Mother’s Day is full of sentiment - but we wanted to add some honesty. Daisy May Cooper cuts through with the kind of advice only a mum of five can offer: gift better. The campaign plays on the relatable tension of Mother’s Day cliches and last-minute panic with the genuine thoughtfulness of curated, interesting, and elevated gifts mums actually want, that you can find at John Lewis.”

The campaign, which comprises six pieces of video content, will run across paid and organic social media until Mother’s Day on the 15th March. A lighthearted reminder of the power of thoughtful gifting at a time of year in which all too many consumers find themselves relying on wilted petrol station flowers.