Toronto-based Juliet and Peoples Jewellers, campaign for Mother’s Day

Ads, Advertising

Toronto-based Juliet created a campaign for Mother’s Day on behalf of Peoples Jewellers, which includes TVCs that start off like simple brand spots and then have a nice twist with real moms telling real and awkward childhood stories, with real pictures.

Peoples Jewellers is celebrating moms and the devotion they have to their kids in a new, lighthearted Mother’s Day campaign called “For All She’s Done.” Featuring real moms and real, awkward childhood stories, this series of TV spots highlights just how much moms do to support their kids.

Each of the three TV spots features a voice-over from an actual mom who has found the ideal Mother’s Day gift at Peoples. They go on to “encourage” their now-grown child to purchase it as a way of saying thanks for supporting them through a particularly awkward childhood phase—like their goth music phase or their do-it-yourself haircut phase. Beautiful jewellery footage is juxtaposed with photos of the kids’ past, demonstrating just how worthy mom is of an exceptional gift this Mother’s Day.

Our latest television campaign showcases a more lighthearted facet of our Love Is Worth It positioning (…) We wanted to showcase just how much love, and how much patience, moms have for their kids throughout their lives. It’s a love that’s unwavering, and that deserves something truly special.

John McNamara,

Vice President of Marketing Peoples Jewellers

We all went through an awkward phase (…) Growing up is a formidable experience that can lead us down some ‘interesting’ paths. Luckily for most, the one constant during those formative years is a wonderful, supportive mom who loves and guides us without judgement; a mom that most definitely deserves a big thank you.

Laurent Abesdris,

Creative Director Juliet


The spots will air until Mother’s Day on May 12.


Client: Peoples Jewellers

Agency: Juliet

  • Chief Creative Officer: Ryan Spelliscy
  • Chief Strategy Officer: Sarah Stringer
  • Head of Client Engagement: Leanne Goldstein
  • Head of Art: Denise Cole
  • Creative Director: Laurent Abesdris
  • Head of Production: Andrew Schulze
  • Business Lead: Jes Watson

Sparks Productions

  • Executive Producer: Andrew Crosbie
  • Director: Larissa Issler
  • Producer: Trudy Turner
  • Editorial: Saints Editorial
  • Editor: Cameron Lasovich
  • Executive Producer: Stephanie Hickman
  • Associate Editor: Jake Heise

VFX: Fort York

  • Flame Artist: Ernie Mordak
  • Flame Artist: Marco Polsinelli
  • Producer: Erica Bourgault-Assaf
  • Sound: Grayson Matthews
  • Director: Aaron Verdonk
  • Engineer: Chris Masson