Why do I think it is good?
Storytelling: There is clear breakdown
Setting- a tired, exhausted mother, a sleepy, almost crying baby in the background. She is getting back to work after maternity but situation is still wfh.
Suspense- There is an older child who is not shown initially but is heard. Child tells that that they already had breakfast (made out of iD bread) and classes have started for them as well.
The little things- milk for the little kid, the note placed on laptop, food on the table. The ad is made with these small but highly effective moments that have a strong sentimental value.
Why it works?
Nails the brief
The ad has all qualities of a "good ad"
There is great storytelling, suspense, sentiment, and children.
Relevant
Set exactly in a situation that all of have us are living in. We are all working from home, we are all exhausted, everything is online.
Who it works for?
The right segment
Mothers (women)
Women have juggled like they have never before in this pandemic, working mothers (every mother is one so this term needs to be redefined), SAH mothers, momprenuers, every single mother.
yes, but the truest heroes of have been children.
As a mother this induced tears in me because this is my son,
who is understanding,
who is caring,
who is empathetic
and makes me go back to the famed Tamil saying "என்ன தவம் செய்தனை" (oh, what penance did I do to deserve this child).
This ad is the epitome of this saying.
What is also well done?
Product placements- iD bread, iD filter coffee, iD batter and the ad also introduces the iD dosa maker. Sheer genius.
Breaking gender stereotypes: shows a male child in the kitchen, this needs to be done more often.
I've read comments about the safety aspect, this I feel is trivial because there are kids as small as 3 who can help with basic tasks at home and the ad cleverly uses induction stove which is very safe for a child (ad shows a kid clearly above 6).