Paperchase sprinkles hard men with glitter to #impressmum this Mother's Day

Paperchase have outdone themselves this Mother’s Day, with a truly amazing video campaign, spooning out the gooey interiors of three tough guys as a causal reminder to nip to the shop for a card.

The ad begins with tattoo, vest-clad men (and one set of golden grills) and slowly evolves into a tender and fluffy insight into the unbreakable bond between mother and son – no matter how old, scary or hairy.

Colin, raised the ‘old school way’ in London’s east end, Dave, ex-Army man who now works as a bouncer, and Mark, covered in tattoos with a fine set of gold teeth are filmed crafting heart-felt tokens of affection, using glue, glitter and love.

The online video’s conclusion sees the men exchange their creations to their doting mothers – a heart warming reminder that Mother’s Day dawns (30th March).

Watch the video below and prepare to fall in love with Colin, Dave and Mark (and his grills).

“Mother’s Day is obviously a key time for Paperchase and we want to remind customers that they can buy a card from us that their mum will really appreciate! We’re delighted with the film because it demonstrates both our sense of humour and our focus on creativity,” said Joe Irons, marketing director at Paperchase.

Adopting humour is a key tool to drive brand awareness and stimulate sharing across digital media – this video will no doubt work itself into the hearts of many across the land.