This Mother’s Day Jet is speaking to the hearts of mothers, by simply saying “we recognise your efforts and we are thankful”.


Traditionally in fashion retail advertising Mother’s Day is all about fluffy dressing gowns, slippers and the cute-sie mug with a cheesy saying, but this year Jet wanted to show Moms that they truly understand everything Moms do with a unique campaign that rethinks what to buy your Mom this 14th of May.

Joe Public United, in partnership with Jet, were inspired to change the gifting game for Mother’s Day providing shoppers with a product with a purpose – titled In Her Shoes.

In Her Shoes is a footwear campaign, because after all, a Mom’s shoes are the biggest to fill. Showcasing inspiring quotes, printed into the insoles of Jet’s best-selling ladies’ shoes.

The quotes inside the shoes capture sentiments about Moms and what they teach their children, from “Mom you’re my Hero” to “You’re nothing short of amazing”, “Be fearless” and “Live a life inspired”. Each of the ten quotes was hand-drawn to capture the emotion in the words, making sure there’s a style to suit everyone.

The 30-second television commercial is an ode to all Mother’s, that not only says “Thank you” but recognises both the literal and figurative steps that Moms take every day to support and nurture their children.

For the digital social media leg of the campaign, a Facebook competition asking followers to tell us what makes their Mom special, will allow two lucky Moms to win a year’s supply of new shoes.

Jet hopes to make all Mom’s feel understood and supported this Mother’s Day, sparking conversations that consider what it might be like to be in a Mom’s shoes. The campaign takes Mother’s Day gifts from a simple thank you, to giving your Mom a gift that lets her know how loved she really is, with every step that she takes.

Watch the advert below & follow the conversations online by using #JetInHerShoes

Sources: Jet
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Brent Lindeque
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Brent Lindeque is the founder and man in charge at Good Things Guy.

Recognised as one of the Mail and Guardian’s Top 200 Young South African’s as well as a Primedia LeadSA Hero, Brent is a change maker, thought leader, radio host, foodie, vlogger, writer and all round good guy.

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