Why a Mother's Day video is making big kids and moms cry

SM Supermalls

Posted at May 09 2019 12:13 PM | Updated as of May 09 2019 12:14 PM

With so many Mother's Day videos on social media, one short film sets itself apart by tackling a sensitive topic among moms with grown-up kids – letting go.

In “It’s Time,” a mother gets candid about her feelings as her son seems to have outgrown her. She reminisces about the years of care and sacrifices she spent on her son who is now an adult preparing for the next stage of his life.



The heartwarming video from retail giant SM Supermalls’ #SMoments video series, has already garnered 2 MILLION views, 25,000 reactions, and 8,000 shares on Facebook alone

We list down three reasons why this SM "video-logue" is a hit among Filipino families online.

1. The mom in the video is like our moms.

From her haircut to her mall #OOTD she looks every bit like the everyday mom. Add to that the way she hovers over her son and gives unsolicited but practical advice on his shopping choices and you get a mother that is so authentically Filipino that moms and kids alike on social media easily identified with her.

Netizen Nenette Masecampo shared, "I can relate to this story. I even cried because I remember my mother while watching it. And now that my own son will soon be having his own family, this ad speaks so much of my sentiments."

Even celebrity SuperMom, ABS-CBN-MOR Philippines' DJ Chacha got emotional while watching the video:

2. It’s an eye-opener to kids

There’s a lesson there for kids who are eager to leave the nest – the separation is hard on your mother even as she beams with pride for the adult you’ve become. She laments about not feeling needed anymore while in the same breath affirming her unconditional love and support.

"Through this video I realized that more than expensive gifts, our time spent with our moms is more valuable especially this Mother's Day," commented Sheila Prado. "I will be forever grateful for all the sacrifices and care of our Nanay. No matter where I go, she will always hold my heart. I love you mom!"

"My mom will always be there to give my heart’s desires and I will cherish her forever. Thanks, SM for the reminder of God’s gift to us, our mothers," Jeddy Jongko seconded.

Sheryll Sison added, "Eventhough my mom is tired, she never stops taking care of us and teaching us life lessons eventhough we have our own families now. That's why we love her very much and no one can ever replace her in our lives no matter how grown-up we may seem to be."

Furthermore, Social Media Hugot Genius, EM Martin of Design Pirate PH encouraged his followers to share their own touching moments with their moms.


3. Mom’s get it too

“It’s Time” hit home for mothers who went through or are going through the same situation.

SuperMom Grace Angeles commented, "It is hard to let go of your child, but no matter how far they may be, they will keep on coming back home to their mom. In my experience, when my son went back home, he brought his family with him. So now I am enjoying my life as an Abuela and looking forward to more malling moments with my grandson at SM."

SM Supermalls' welcomed the overwhelmingly positive reaction to the video which was produced in partnership with Tribal DDB and directed by Ian Abaya of Rogue Monkey.

"Mother's Day has always been a special season to us because it's the best time to pay tribute to our loyal SuperMom shoppers who have been celebrating their memorable family moments at SM over the years," said Jonjon L. San Agustin, SM Supermalls’ senior vice-president for Marketing.

"Through our video, we hope kids will get to appreciate their moms even more, reminisce about their fun childhood, and even possibly be excited on coming up with a surprise as their families celebrate Mom's Day this May 12," San Agustin added.

This Mothers' Day, make SuperMoms feel even more special by joining SM Supermalls' nationwide #VoteForMom Digital Promo. Promo participants have two ways to join from May 3 to 12: first is by posting a photo of their moms via SM' official #CelebrateMomsDayAtSM Facebook promo post​ and second is by sending a Mother's Day E-Card via smsupermalls.com.

This May 12, make sure to #VoteForMom and celebrate Mom's Day at SM Supermalls nationwide doing everything they enjoy at your family's ultimate happy place! Happy Mother's Day!

NOTE: BrandNews articles are promotional features from our sponsors and not news articles from our editorial staff.