Kuala Lumpur, Malaysia – In this year’s celebration of Mothers’ Day, oral care brand Darlie in Malaysia has rolled out a new film titled ‘Expectations’, which portrays the struggles of motherhood.
The two-minute film is done in collaboration with advertising agency FCB Malaysia. It is the first in a series of brand initiatives by the brand that aims to show the story behind an authentic, confident smile as encapsulated by its tagline ‘Your Smile Shines’.
‘Expectations’ sheds light on the pressures that a mother constantly faces in raising the family. The film narrates how they are constantly met with unfettered opinions in becoming the ‘perfect’ parent such as if they are able to spend enough time with their child, if they are able to teach them proper etiquette, down to the food they provide to the family.
Ultimately, the film is a reminder to all mothers that they are not defined by the expectations of the world and that it is impossible to be perfect and to please everyone around them.
“Doing your best for those who matter to you is already enough,” Darlie Malaysia reassures.
Melissa Wong, the marketing director of Hawley & Hazel Malaysia, shared that as a mother herself, she knows very well that motherhood is a constant struggle but the burden becomes heavier when moms are weighed down by not only their own expectations of themselves but also the expectations of others of what they should or shouldn’t do as a mother.
“That’s why, this Mother’s Day, we want to remind all moms that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mom’,” said Wong.
Meanwhile, FCB Malaysia’s Creative Director Tjer Wang commented that this project introduces Darlie Malaysia’s belief that the only benchmark they should measure themselves against is their own.
“Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our moms are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms,” said Wang.
