Vauxhall Airs New Spots in Pyjama Mama Ad Campaign for Crossland X
Vauxhall on Thursday premiered a series of sketches entitled “Mamas Uncut” during Channel 4’s showing of Crystal Maze. The sketches, part of Vauxhall’s “Pyjama Mamas” advertising campaign, star Spaced’s Jessica Hynes and Smack the Pony’s Sally Phillips, both of whom ad-libbed a great deal of the content.
Watch: Mamas Uncut: Rear-View Camera
“We are really proud of this bespoke campaign created with Channel 4 alumni Jessica and Sally, together with Vauxhall Motors,” said Channel 4 Agency Principle Angus Mitchell. “The ads present an honest and fun reflection of being a mum, which makes them relatable for our viewers, and build perfectly off Vauxhall Motors’ ‘Pyjama Mamas’ launch campaign.”
Vauxhall’s decision to focus its Crossland X campaign toward women jives with sister company Opel’s market research, which revealed that the new crossover would be a hit with women in particular.
“It was important for us to think bravely and put our female target audience first in the campaign as they play a hugely influential role in car purchase decisions,” said Kate Lunt, campaign lead at Carat UK, one of the three agencies that created the campaign with Channel 4.
Watch: Mamas Uncut: Wi-Fi
“Channel 4 was the perfect partner to bring the campaign’s energy to life and by using comedic talent we created alongside The Outfit and Channel 4, something truly entertaining for mums that they can completely relate to,” Lunt added.
The first ad in the campaign launched on June 30th. You can check that particular spot out below.