Ads I Don’t Hate: Three’s Midnight Mums’ Club

But it turns out this wholesome ad has a hitch

Anonymous Bird
3 min readJul 20, 2024
Photo by Tim Bish on Unsplash

About a month ago, the mobile network Three came out with a new advertisement: The Midnight Mum’s Club.

Whilst the advert didn’t persuade me to switch my network company (after a traumatic experience with EE, I’m happy enough with Vodafone, thank you very much) I liked the ad for its storytelling.

I liked the cosy atmosphere where a small coven of blotchy, lumpy-looking mums gather together in a kitchen and discuss their problems.

(BTW — I mean ‘blotchy’ and ‘lumpy’ in the best ways. I’m tired of airbrushed actors who have no facial texture whatsoever. I think all the actresses here did a great job)

I felt the presentation of motherhood and sense of sisterhood was well portrayed. The set design supported this, with authentic looking clutter and warm lighting.

In a short time, I felt like I knew these women and understood their struggles (despite myself being conspicuously sans baby).

However, after reading through the comments, I realised not everyone appreciate the story and structure as much as I did. A lot people made very fair points. So on the flip side, here are:

Valid Reasons to Hate this Ad

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