Viral Hit of 2013
Parental raps are now a genre of their own on YouTube but no-one had acknowledged the hardships faced by new mums …until ‘The Motherhood’. Together with Fiat’s creative agency Krow, Rubber Republic made sure this voice was heard, writing lyrics, music and casting the perfect rapping mum to capture the realities of the transition to parenting.
And it was a voice that seemed to resonate. This is one of the most shared videos we have ever made. And the video continues to get sustained views and sharing way after it was released.
The Motherhood reached every corner of the internet, gaining 4.7 million predominantly organic views on YouTube as well as press coverage in national digital and print press from the Guardian to the Telegraph and Metro.
Although its goal was primarily awareness raising, it resulted in 48 test sign-ups for test drives.