Vauxhall is running Vauxhall Pyjama Mamas, an advertising campaign promoting the Crossland X SUV. The campaign features Vauxhall-driving mums who defy the glares of their peers to wear their stylish pyjamas all day. They’re seen at the supermarket, in the cafe, and picking up their children from school. Features showcased include the 180˚ rear-view camera, “Cause mamas need eyes in the back of their heads” and versatile room for everyone, except pyjama haters. The Vauxhall Pyjama Mamas advert, directed by music video director Jake Nava, is supplemented by digital, PR, social, CRM, press and out of home elements, including photography by Rankin. A content partnership with Channel 4 consists of short videos featuring humorous conversations between actresses Jessica Hynes and Sally Phillips about being a mum.

Simon Oldfield, Marketing Director for Vauxhall Motors said, “Pyjama Mamas is a punchy and upbeat campaign for our newcomer, the Vauxhall Crossland X. Our brief was to bring something very different to our burgeoning SUV offering, which is due to grow still further in 2017 with the launch of the larger Grandland X later in the year. Our optimistic take on life as well as the, ‘Isn’t life brilliant’ brand positioning have been incorporated throughout the campaign.”

Katie Mackay, Head of Strategy at Mother added, “In a sea of SUV sameness, it’s been a joy to give the Crossland X a platform that befits the swagger and style of the car and its future drivers, while giving Vauxhall a contemporary voice in British culture.”

Vauxhall Pyjama Mamas Credits

The Vauxhall Pyjama Mamas campaign was developed at Mother London by creative director Mark Waites, creatives Charlie Lanus and Lucas Reis, agency producer Natalie Kozlowska, production assistant Amber Lauder, business lead Jonathan Thornton and account director Jo Goldberg.

Filming was shot by director Jake Nava via Cherry Studio, with producer Benedict Cooper, director of photography Manel Ruiz, production manager Russell Hasenberg, production assistant Sera Bal, and photographer Rankin.

Post production was done at The Mill by 2D lead Brad Wood, 2D artists Sole Martin, Nick Sze, James Pratt, Gavin Marler, Eileen Chan, Matt (Wispy) Clarke, David Wishart, colourist Dave ‘Luddy’ Ludlam, colour assists Brendan Buckingham and Thomas Mangham, executive producer Misha Stanford-Harris, production assistant Rosalien van der Bom.

Editor was Ben Stephens at Final Cut with assistant editor Elyse Raphael and producer Frankie Elster.

Sound was designed at Grand Central by Munzie Thind. Music, “Pajamas All Day”, the 2015 track by Hardnox (Las Vegas based MC/DJ brothers Dan and Jim Kehoe), was supervised by Dave Bass at Theodore.

Pajamas All Day Lyrics

I’m a hot mamma jamma
I jam in my pajamas
I put on my pajamas
And then I go bananas
I’m a hot mamma jamma
I jam in my pajamas
I put on my pajamas
And then I go bananas
I’m in…
Pajamas, pajamas, pajamas all day!

Verse 1:
Do I wanna go somewhere?
No way, no school no work got none today
Frosted Flakes and champagne with my OJ
Pajamas all night pajamas all day
Girls wanna hit the club, I don’t care
Bring your pjs to the crib my beds right there
Pajamas in the studio while the beat hits
Waking’ up with Victoria’s Secrets
Cuz all I wanna do is stay home don’t call send a text I won’t answer my phone
My Jammie’s feel fuzzy like a rabbit
Don’t judge me or my junk food habit
Yea! I wanna lay in bed and do nothin’
No plans for the day except to go do nothin’
24 hrs straight lazy and it’s tight
Pajamas all day, pajamas all night

Chorus

Verse 2:
Pajamas all day yup all day
Got fireball in my pumpkin spice latte
Pajami jam I need some models on my runway
I put my slippers on & slide down the hallway
Pajamas all day text the squad ay! Come in dress code or u can go away
I put On My pajamas and go bananas let me see it girls get out ur cameras
Got a girl comin over and I’m hopin that I can get some and not have to watch frozen
Bathtub rubber duckys on a boat and, pajamas back with my drink time to float man/
Yea! I wanna lay in bed and do nothin’
No plans for the day except to go do nothin’
24 hrs straight lazy and it’s tight
Pajamas all day, pajamas all night