''The unique connection'' is a

viral video A viral video is a video that becomes popular through a viral process of Internet sharing, typically through video sharing websites such as YouTube as well as social media and email.Lu Jiang, Yajie Miao, Yi Yang, ZhenZhong Lan, Alexander Haupt ...

advertisement (released April 13, 2015) produced by Malling Publications for Pandora, a jewelry brand. As of October 21, 2015, the video has amassed over 17 million views on

YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...

and over 15 million on

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

Production

The video was produced for Pandora by Malling Publications, a Danish advertising company. Hanne Fabricius, CEO of Malling Publications, was responsible for the idea and concept, and was also the strategic director of the video. The video was directed by Rasmus Skousen, a Danish photographer who works in the genres of fashion, advertising, and portraits.

Plot

The video features six

mother ] A mother is the female parent of a child. A woman may be considered a mother by virtue of having given birth, by raising a child who may or may not be her biological offspring, or by supplying her ovum for fertilisation in the case of ges ...

s and their children. All the mothers stand in a line-up. One by one, the children, blindfolded, are assigned the task of identifying which of the six women is his or her mother. The children pull the women down and feel the women's jewelry, clothing, facial structure, and hair in order, and also sniff the women, in order to judge them. In the video, each child is able to successfully identify his or her mother.

Reception

Views

As of April 24, 2015, the video had over 11 million views on

and over 15 million on

Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

ranked it #2 in its list of top five commercials for the week of April 17–24.

Critical reception

The video was generally praised for its theme of mother-child love as well as its execution of the theme. It was labeled a tearjerker for its ability to connect with and touch a large number of people. American actor

Ashton Kutcher Christopher Ashton Kutcher (; born February 7, 1978) is an American actor, producer, entrepreneur, and former model. He is the recipient of various accolades, including a People's Choice Award, and nominations for two Young Artist Awards, a ...

wrote of the video: "I could watch this all day." Two articles on ''

'' identified the video as a way for Pandora to get an early start on associating itself positively with motherhood in the weeks running up to

Mother's Day Mother's Day is a celebration honoring the mother of the family or individual, as well as motherhood, maternal bonds, and the influence of mothers in society. It is celebrated on different days in many parts of the world, most commonly in th ...

, which would be observed on May 10, 2015. One wrote: "It underscores how irreplaceable our moms are, and how important it is to them that we know them well—particularly on days like Mother's Day. (Hint, hint, buy her some personalized jewelry.) ..It's also a not so subtle hint to her significant other, because c'mon, that 3-year-old isn't paying for the bracelet himself." Another noted: "While the spot contains little overt branding (one of the moms does appear to be wearing Pandora Jewelry, but it’s a quick shot), it ties the brand to the emotional sentiment while encouraging viewers to purchase Pandora Jewelry for mothers day." Writing for ''

Health Health, according to the World Health Organization, is "a state of complete physical, mental and social well-being and not merely the absence of disease and infirmity".World Health Organization. (2006)''Constitution of the World Health Organiza ...

'', Ellen Seidman offered the following criticisms of the video: overly manipulative in its attempt to use a feel-good theme to sell jewelry, too little racial or ethnic diversity, no role for dads, and grossly inadequate in describing the wonders of the mother-child relationship.

References

External links

Official video
{{DEFAULTSORT:unique connection Viral videos