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Fiat: The Motherhood

Viral Hit of 2013The Sun

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.

Numbers
  • 4.4 million views
  • 428k shares
  • 1:10 share ratio
Coverage

The Guardian
Huffington Post
Perez Hilton
Yahoo News
Telegraph

Awards
Mashie