Proxim makes a TV series montage for Mom

In a partnership with Radio-Canada, mom-related clips from popular shows are pasted together in a unique Proxim pharmacy ad from Bleublancrouge.

Proxim pharmacy is giving Quebec moms a video montage for Mother’s Day with a television commercial that uses clips from popular Radio-Canada shows. The 30-second spot, which will air until Mother’s Day on May 10, features scenes involving mothers from TV series La Galère, Les hauts et les bas de Sophie Paquin, Belle Baie and Providence.

It’s an attempt to extrapolate the emotion that works so well with Proxim’s target demographic who tend to be women and caregivers, explains Claude Lamoureux, VP and GM of Bleublancrouge, which executed the campaign and the media buy. The idea was taken from a previous popular spot that showed kids of all ages calling their moms in times of need. ‘This year we feel like one way to evolve and change course, as is our mission, is to bring this emotion to another level,’ Lamoureux tells MiC.

A partnership of this sort with Radio-Canada, who co-produced the ad, is a first for the agency, says Lamoureux. The spot launched Sunday, May 3, during Tout le monde en parle, and will air on Radio-Canada channels like RDI and ARTV.