A New Mom Gets a Surprising HR Review in an Uplifting Spot From Chicco

Documentary-Style Film Captures Her Genuine Reactions

By Alexandra Jardine. Published on Sep 22, 2016

Editor's Pick

Baby equipment brand Chicco filmed a real-life new mom returning to her workplace after maternity leave for a documentary-style spot to which parents everywhere will be able to relate.

Jessica (who works for an outdoor brand, and was selected from a shortlist of 20 couples), was filmed by agency MullenLowe attending a performance review with her head of HR -- an experience that can often be daunting, and indeed she starts out unsure of herself as she describes how her life has changed since parenthood.

Told she was being filmed for a branded documentary about work-life balance, Jessica was unaware of the performance review until immediately prior to filming, so her reactions are genuine as she watches video clips not only from co-workers but friends, family and even her husband. They all say she's doing an amazing job, and the spot delivers an uplifting message for new moms -- having a baby isn't the end of something, but the "start of everything."

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Sep 22, 2016
Chief Creative Officer:
Mark Wenneker
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Tim Vaccarino
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