"Mama"

12 February 2026

3 mins 33s

Pep talk.

If you've been to the cinema in the last few weeks, chances are you've seen 'Mama', a Pink Ribbon Foundation commercial directed by Denise Moreno (DAVID saw it before '28 Years Later: The Bone Temple' in a tonal shift for the ages). Shot on 16mm film in a 1.85:1 aspect ratio, Moreno's film tugs at the heartstrings enough to make audiences forget about popcorn, nachos, and hot dogs for three-and-a-half minutes.

Lulú (Tabitha Morley) loves her mum (Lucia Vioque). She thinks she's strong, kind, smells like pizza (the best smell there is, of course) and dresses like a movie star. As Lulú helps her get changed, however, she hands over a red dress that makes Mum pause for a moment. The giggly and lively woman we've gotten to know is replaced by a quiet and hesitant one. Why? Because she has to look at herself and her mastectomy scar in the mirror.

That's all Mum sees, distracted only by Lulú's proud smile and hopeful eyes. It's not enough to make her stride out the front door for a night out, however—if only she could hear what her daughter's told the audience with such charm and warmth. As it turns out, Lulú's left what might be the most important voice note her mum will ever hear.

Actor and cancer survivor Vioque has words of her own she'd like to share: "You can have scars instead of breasts and be the most beautiful person on the planet." Both Vioque and the advertised charity hope this inspires women and men alike to check for breast cancer—the Lulús of this world would appreciate it.

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