According to research, Italian women take on approximately 70% of childcare responsibilities and 56% of household chores. The global pandemic only intensified these challenges, forcing many women to juggle remote work, home-schooling, and household duties—all while ensuring their families stayed safe and cared for.

Recognizing this immense effort, Rolling Stone, one of the world’s most iconic rock music magazines, decided to shine a spotlight on the real rock stars of the pandemic: mothers. Renowned for advocating equality and inclusion, Rolling Stone collaborated with VMLY&R to create a powerful campaign that redefined what it means to be a rockstar in today’s world.

The Birth of the Rockin’ Mamas Campaign

Traditionally, rockstars are known for their wild nights, rebellious spirit, and electrifying stage performances. But during the pandemic, the ultimate rockstars weren’t in concert arenas—they were at home. The Rockin’ Mamas campaign was a bold and heartfelt tribute to mothers who balanced work, home-schooling, night feedings, and endless responsibilities. These women proved that resilience, dedication, and unconditional love are what truly define a rockstar.

A Tribute to Motherhood Through Film

At the heart of this campaign was a 90-second film, masterfully directed by internationally acclaimed, award-winning director Ali Ali. Rather than casting professional actresses, the film featured real mothers from diverse backgrounds, embodying the raw and unfiltered reality of motherhood during the pandemic. One of the standout voices in the project was British singer DeeLayDee, whose soulful narration added depth and emotion to the tribute.

A Message Beyond Music

More than just a celebration, the Rockin’ Mamas project sought to raise awareness about the overwhelming pressures mothers faced during the pandemic. By aligning with Rolling Stone’s broader mission of covering issues beyond music, the campaign encouraged meaningful conversations about gender roles, equality, and the importance of recognizing the unpaid labor many women endure daily.

Global Recognition and Impact

The campaign resonated worldwide, earning prestigious accolades at major advertising festivals, including the Eurobest Festival and the D&AD Awards. It also secured the Print & Publishing Silver Lion at Cannes Lions, a testament to its powerful storytelling and social impact.

Conclusion: Mothers Are the Ultimate Rockstars
The Rockin’ Mamas campaign served as a wake-up call and a well-deserved tribute to mothers everywhere. Their tireless efforts, sacrifices, and unwavering strength prove that true rockstars don’t just perform on stage—they perform every single day, in every home, around the world.

By celebrating motherhood in this unique and compelling way, Rolling Stone and VMLY&R have reminded the world that real rock legends aren’t just those with guitars in hand, but also those holding their children, managing households, and making sacrifices for their families.

Credits
Advertising Agency: VMLY&R, Italy
Production Companies: Movie Magic International, Good People
Music And Audio: Operà Music
Chief Creative Officer: Francesco Andrea Poletti
Creative Directors: Nicoletta Zanterino, Cinzia Caccia
Copywriters: Nicoletta Zanterino, Martin Peters Ginsberg, Ali Ali, Riccardo Baita
Art Directors: Cinzia Caccia, Lorenzo Croci
Business Development Director: Barbara Ruscio Levi
Editor-in-Chief Rolling Stone Italia: Alessandro Giberti
Business Development Manager Rolling Stone Italia: Matteo Berciga
Marketing Manager Rolling Stone Italia: Veronica Dolce
Director: Ali Ali
Partner: Movie Magic International
Executive Producer: Giorgio Borghi
Executive Producers: Anna Lisa De Maria, Sarah Touma
Producers: Alessandro Naboni, Veta Chatziioannou
Dop: Pierre Mouarkesh
First AD: Dzovig Torikian
Wardrobe: Anna Zotou, Evelina Darzenta
Art Department: Maria Kalahari
Make-up: Varvara Sevdali
Gaffer: Michalis Christoforatos
First AC: Philippos Kokkalis, Vangelis Kolokithas
Editor: Neda Zag
Colorist: Karim Mira
Conform And Online: Hogarth Worldwide Italy
Partner / Project Manager Operà Music: Cristiano Joyeusaz
Partner / Mixing Engineer / Sound Designer Operà Music: Marco Massimiliano Peretti
Music Coordinator/Project Manager Operà Music: Francesco Menegat
Project Manager Operà Music: Daniela Chiara
Composer / Music Producer Operà Music: Alessandro Ciani
Voice Over Artist: DeeLayDee / I’m Not A Machine
Recording Engineer: Matt Cotterill
Contributors: Beth Wade, Theresa Notartomaso