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Awesome Mums – Batchelors targets supermums with Deli Box ad

Batchelors is targeting do-it-all mums in a new £1.4 million TV campaign for its Deli Box range.

McCann London created the spot, called “awesome mums“, which launches during an episode of ‘Daybreak’ today and will run until 1 June. This is too much for a passing milkman who crashes his float, creating an impressive explosion that the mums walk away from without turning their heads.

At the end of the ad, a message – “lunch that doesn’t break your stride” – appears on the screen.

Sonjay Prabhakar – who remixed David Bowie’s ‘Sound and Vision’ for a Sony ad for McCann London in 2013 – created the track for the ad.

The Batchelors work was created by Simon Hepton and Matthew Crabtree, and directed by Joseph Kahn through HSI.