As any mom knows, their work never ends. After a full day on the job, the mom shift starts back at home. And, frankly, it’s exhausting. This is something workwear brand Carhartt empathizes with in its Mother’s Day spot, featuring real-world labourer moms – farmers, welders, electricians – who spend their days on the farm or on a job site.
Directed by Pam Thomas through Community Films and created by Carhartt’s in-house agency, “The Shift That Never Ends” is an homage to those women whose lives straddle hard physical work and the tenderness of being a mom. Thomas says the rawness of the womens’ emotion was the result of casting real families and following their real lives. Some of the women wore their own 20-year old Carhartt gear in the spot – a testament to the brand’s rugged durability – and tears of exhaustion were real, like those from one mom who broke down after finally succeeding in getting a newborn cow to take milk from its mother. “It was an extremely intimate moment, and she was generous enough to share it and put herself out there. I was awestruck and inspired.” says Thomas.
Despite the portrayal of hardcore moms and their non-stop lives, the spot’s message is simple: Carhartt doesn’t make gear for Mother’s Day because for those 24 hours, Mom shouldn’t be working. Instead, the best thing these 364-day-a-year labourers can receive is a day of rest.
Established in 1889, Carhartt is a global premium #workwear brand with a rich heritage of developing rugged products for workers on and off the job. Headquartered in Dearborn, Michigan, with more than 5,800 associates worldwide, #Carhartt is family-owned and managed by the descendants of the company’s founder, Hamilton Carhartt.
Carhartt Mother’s Day “The Shift That Never Ends”
VP Brand Creative & Executive Producer: Brian Bennett
Director of Art and Design: Ron Harper
Sr. Manager of Branded Productions: Chris Robinson
Brand Creative Manager: Adam Prewozniak
Branded Content Specialist: Matt Cleary
Associate Manager Influencer Marketing: Gwen Roney
Merchandiser: Jes Erthal
Production Company: Community Films
Director: Pam Thomas
Director of Photography: Oliver Lanzenberg
Executive Producers: Lizzie Schwartz, Carl Swan
Head of Production: Chris Spanos
Unit Production Manager: Anthony Cantale
Editor: Jim Ulbrich
Assistant Editor: Nick Dorman
Senior Producer: Valerie J. McAndrews
Executive Producer: Jennifer Lederman