Mrs Thortful returns for Mother's Day in second ad of thortful's latest campaign

Following the success of the Valentine's Day launch, Mrs Thortful is back. thortful's second ad in the campaign series brings the beloved character front and centre for Mother's Day, proving that the boldness that defined the first spot was no one-off.

Rolled out across social media and broadcast video on demand, the ad sees Mrs Thortful bolder than ever, stepping in once again to rescue the moment with the real humour and raw emotion that has quickly become the brand's signature.

The Challenge

Mother's Day is one of the most crowded moments in the greeting card calendar. With countless brands vying for attention through safe, sentimental messaging, thortful needed to cut through the noise and remind audiences why they do things differently. The challenge was to build on the momentum of Valentine's Day while making the campaign feel fresh, relevant, and every bit as emotionally resonant for a new occasion.

Our Approach

Working once again alongside Noise Media Group, we leaned into everything that made Mrs Thortful such a compelling character first time around – her confidence, her wit, and her uncanny ability to say exactly what needs to be said. The spot balances genuine laughs with genuine feeling, capturing the truth that mums deserve far more than an afterthought, and that thortful's cards are built for exactly that.

The Result

The campaign landed with strong visibility during the Mother's Day occasion season, with Mrs Thortful cementing her place as a recognisable face of the brand. The playful yet heartfelt tone resonated with audiences, reinforcing thortful's reputation as a challenger brand unafraid to do things differently – and doing them better.

Key Takeaways

The second spot demonstrated that Mrs Thortful has real longevity as a campaign character, with audiences already familiar with her voice and energy. Once again, the campaign found the sweet spot between humour and emotional impact, showing that thortful understands not just what people want to say, but how they want to feel when they say it.

Looking Ahead

Mrs Thortful isn't done yet. Keep an eye out for her return this summer as the campaign continues to build towards its third and final instalment.