Danish ice-lolly brand ‘Sun Lolly’ have released a campaign to challenge social media’s curated perception of a so-called ‘perfect parenthood’.
Produced by creative agency Twenty, ‘Don’t Be Perfect, Be Present’ is inspired by a 2022 YouGov poll which found that 3 out of 4 Danish parents feel under pressure to be ‘perfect’.
“It’s easy to forget that everything on social media is curated, and you start comparing yourself”, one Danish parent said during the spot.
As part of the campaign, Sun Lolly invited a group of parents to confront their own views on perfection and analyse the effort they put into impressing their kids.
In the latter part of the video, parents are surprised by cameos from their own children.
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A study from the brand revealed that 81% of people think society’s expectations are unrealistic and that they affect their ability to be present with their children.
“Tackling one of the most challenging aspects of Scandi parenthood – pressure to be perfect and live up to unrealistic ideals – is the second phase in our brand journey,” Twenty co-founder and creative director, Farah Dib, said.
“It may not be surprising, but it is shocking, the extent to which Scandinavian parents reported feeling overwhelmed and pressured by the idea of perfection and we wanted to get to the bottom of why that is.”
“It has opened up the brand to the ability to facilitate an important discussion around a subject matter that affects millions of parents all over the world, asking questions like who we should, and shouldn’t, be seeking approval from, and addressing the responsibility all of us as a society have in perpetuating unhealthy and unrealistic parenthood ideals.”
The emotional film was directed by Mellow’s Thor Zing Lodberg.
“Sun Lolly marketing director of Europe, Zenia Juul, added: “It’s been incredibly rewarding to see the response to our brand platform and campaign. It’s clear it touches a nerve among parents across the region.”
“This, together with a kinder, more honest, real and nuanced depiction of parenthood, is ultimately the gift we hope to give to parents.”
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