SWAGGER ON FOUR WHEELS VAUXHALL MOTORS AND MOTHER LAUNCH PYJAMA MAMAS CAMPAIGN FOR CROSSLAND X

Vauxhall Motors has unleashed their cheekiest campaign to date with ‘Pyjama Mamas’ bringing attitude, confidence and swagger to support the newest member to Vauxhall’s SUV family, the Crossland X.

‘Pyjama Mamas’ is Mother’s first campaign for the Luton-based manufacturer and with renowned fashion photographer Rankin hired to shoot stills, music director Jake Nava drafted in to produce the TVC and a partnership with Channel 4 alongside Jessica Hynes and Sally Phillips, Pyjama Mamas sets out to shake-up traditional car advertising, celebrating hard working mums who put family first and do so with swagger. HardNox, the Las Vegas based MC/DJ brothers Dan and Jim Kehoe, provide a speaker busting soundtrack ‘Pajamas All Day’ across the campaign which will have everyone dialling-up the volume.

Simon Oldfield, Marketing Director for Vauxhall Motors said, “Pyjama Mamas is a punchy and upbeat campaign for our newcomer, the Vauxhall Crossland X. Our brief was to bring something very different to our burgeoning SUV offering, which is due to grow still further in 2017 with the launch of the larger Grandland X later in the year. Our optimistic take on life as well as the, ‘Isn’t life brilliant’ brand positioning have been incorporated throughout the campaign.”
The Pyjama Mamas will launch across digital, TV, PR, social, CRM, press, showroom POS and OOH from 30th June 2017. Within the TV campaign, a number of features will be showcased including the 180˚ rear-view camera, “Cause mamas need eyes in the back of their heads” and versatile room for everyone, except ‘Pyjama Haters’.

Katie Mackay, Head of Strategy at Mother added, "In a sea of SUV sameness, it's been a joy to give the Crossland X a platform that befits the swagger and style of the car and its future drivers, while giving Vauxhall a contemporary voice in British culture."
‘Pyjama Mamas’, was created by Mother. Priced from £16,555 on-the-road, search ‘Crossland X’ for further information or watch the ad here.
Vauxhall Motors’ brand promise of ‘optimism’ is brought to life with the ‘Isn’t life brilliant’ strapline. A newly-launched look and feel will continue with a new blade signature sign-off used across all creative and the strapline of, ‘Isn’t life brilliant’.

-ENDS-
For further information on Vauxhall Motors please contact:
Kate Oyler, Manager, Brand Communications, Vauxhall Motors
07796 447124
kate.oyler@vauxhall.co.uk

For further information on Mother please contact:
Tom Wong, Head of Fame, Mother
07740 338349
tomwong@motherlondon.com

VAUXHALL MOTORS
Vauxhall Motors has been manufacturing motor vehicles in the UK continuously since 1903. Vauxhall’s range spans all mainstream sectors of the vehicle market with best-selling model names such as ADAM, Corsa, Astra, Cascada, Mokka and Insignia regularly topping the sales charts. Vauxhall is also the largest manufacturer of commercial vehicles in the UK and its parent company General Motors’ 4th largest global market. The company employs c.5000 people in the UK and exports three quarters of its production. It is headquartered in Luton, Bedfordshire where it also manufactures the Vivaro light commercial vehicle. A second plant at Ellesmere Port in Cheshire produces the Astra and Astra Sports Tourer.

MOTHER
Mother is one of the world’s most respected, independent creative companies, and sits at the heart of advertising, experiential, digital, design, and product development. We started around one table with three people, all of whom shared the washing up. Twenty years on, Mother has offices in London, New York and Buenos Aires and works with iconic brands such as Diageo, Stella Artois, IKEA, Unilever and MoneySupermarket.com. From fast moving retailers and brands with global scale, to local jewels with local needs; we create ideas that are embraced by popular culture and deliver more powerfully as a result. Mother ultimately exists to attract the most creative minds in the world - this includes our clients. We are currently Campaign’s ‘Agency of the Decade’ and twice winner of ‘Campaign of the Year’.

CREDITS
Client: Vauxhall
Project: Pyjama Mamas

Creative Agency: Mother
Creative Director: Mother
Art Director: Mother
Copywriter: Mother
Producer: Mother

Production Company: The Mill
Colourist: Dave ‘Luddy’ Ludlam
2D Lead: Brad Wood
2D Artists: Sole Martin, Gav Marler, James Pratt
Executive Producer: Misha Stanford-Harris

Music Supervision: Dave Bass at We Are Theodore
Music Track: Pajamas All Day by Hardnox
Sound House: Grand Central
Sound Design: Munzie
Edit House: Final Cut
Editor: Ben Stephens
Editor Asst: Elyse Raphael