"Midnight Mums Club"

14 June 2024

40s

Full kitchen.

This is a really solid idea from Wonderhood Studios, delivered perfectly by director James Rouse. It's just past 3am, and a new mum sheds a tear as she struggles to put her baby to sleep. She's not alone though—in fact, six other mums are in the kitchen, all tired but happy to see her.

They offer plenty of encouragement, warmth, and advice ("Mine literally only sleeps to techno"), but how did they all get here in the first place, babes in arms? The answer lies on the protagonist's smartphone and a chat group called 'Midnight Mums' Club'.

Whether online or offline, the execution is sweet as can be. We like how one mum has the fridge door open, a light source familiar to frazzled mums and dads across the nation. Three insist they are the network UK parents can rely on day and night.

UK

Mobile Phone Networks