Creative producer, content creator
Back-to-school season is always sold like it’s about kids. In reality, it’s about moms.
Because before that first school morning even arrives, a mother has already lived it in her head ten times: the uniforms, the missing socks, the lunchbox, the “we’re late,” and the tiny emergencies that somehow all happen at once.
It’s a transition period. And transitions are chaos with a calendar invite.
It’s a transition period. And transitions are chaos with a calendar invite.
Our insight was simple: students overthink back-to-school… but moms actually kinda look forward to it.
We wanted to show that without making it feel negative, because Switz isn’t a brand that complains about motherhood. It celebrates it. So we built the campaign around a contradiction: a bright, positive song about the perfect morning moms dream of… while the visuals tell the truth in the background.
That contrast became the comedy: the “cute” ideal of a peaceful morning, smashed against reality. Kids moving in different directions, time disappearing, last-minute problems, everything happening at maximum volume.
Enjoy the Jingle!
Enjoy the Jingle!
CREDITS
Client: Home of Switz
Agency: We Are Social
Creative Director, Composer: Amr Younis
Creative Producer, Content Creator: Mohab Essam
Copy Writer: Mohamed Tharwat
Account Manager: Mohamed Awkal
Account Executive: Anas Abdul
Client: Home of Switz
Agency: We Are Social
Creative Director, Composer: Amr Younis
Creative Producer, Content Creator: Mohab Essam
Copy Writer: Mohamed Tharwat
Account Manager: Mohamed Awkal
Account Executive: Anas Abdul
