BRANDS DON'T WANT PEOPLE TO SKIP THEIR ADS ON YOUTUBE. WE DID THE OPPOSITE.

We wanted people to realise what being a mom is really like. So we created an interactive film with 3 crying children, which targeted people when they were least expecting it - while surfing on YouTube. People are used to skipping what they don't want to see - we changed the rules. When they clicked, instead of skipping away to the next video, they were led to a mom, who's interrupted from her quick break, immediately tending and caring for the child. She can’t skip away. Just like in real life.

AND THE DEBATE ABOUT THE DAILY TRUTH OF A MOM BEGAN

The video drew 1,698,575 views and 2,184,867 minutes watched, sparking off a debate on social media. Moms gave advice to each other in forums across Malaysia. Family members began spontaneously offering support. And most importantly, people understood a little more about being a mom.