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Rolling Stone Italia “Rockin' Mamas” 2022

Rolling Stone Italia “Rockin' Mamas” (2022) is a Rolling Stone Italia commercial directed by Ali Ali for VMLY&R, produced by Movie Magic International. It won 4 awards, including D&AD 2022 Writing for Advertising: Film Yellow Pencil and Dubai Lynx 2022 Grand Prix Film B04: Media / Entertainment.

This ad celebrates mothers as the ultimate rock stars, showcasing their daily struggles and triumphs with a raw, authentic, and empowering tone.

Video: Rolling Stone Italia on YouTube

Shot by shot

  1. A black and white photo of a woman with big hair, wearing a patterned skirt, sitting on a toilet, screaming and making rock-and-roll hand gestures in a bathroom.© Rolling Stone Italia0:00
  2. A woman with curly hair and a leather jacket lies on a couch, looking directly at the camera with a serious expression in a black and white shot.© Rolling Stone Italia0:06
  3. A young child with blonde hair sits in a folding chair, covering their ears and screaming as an adult holds a hairdryer nearby.© Rolling Stone Italia0:12
  4. A young man with a beard holds a baby in a diaper, looking at the camera in a black and white archival photo.© Rolling Stone Italia0:17
  5. A woman with curly hair and glasses sits at a table, talking and gesturing with her hands, in a home setting.© Rolling Stone Italia0:24
  6. A woman in her 20s, wearing a helmet and denim jacket, sits on a motorcycle at night, looking directly at the camera.© Rolling Stone Italia0:33
  7. Two women in water polo caps and swimsuits are in a swimming pool, one adjusting her cap, in a black and white shot.© Rolling Stone Italia0:39
  8. A woman in her 20s, wearing a bra and underwear, sits on a toilet reading a magazine titled "Pandemic Burnout" in a tiled bathroom.© Rolling Stone Italia0:48
  9. A young woman with curly hair and a face mask looks directly at the camera on a city street at night.© Rolling Stone Italia0:55
  10. A young girl with blonde hair sits in a folding chair, looking down at her hands, with a bicycle and abstract sculptures in the background.© Rolling Stone Italia1:06
  11. A person's leg with a patterned sock rests on a couch next to a plate of food, captured in a black and white, grainy shot.© Rolling Stone Italia1:14
  12. A young woman with curly hair, wearing a denim jacket, laughs joyfully in a black and white extreme closeup.© Rolling Stone Italia1:17

Stills © Rolling Stone Italia. Made by VMLY&R, Movie Magic International and Ali Ali.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Mothers are the true rock stars, balancing chaos with unwavering strength.

Tagline: “Your Mama.”

everyday herorock and roll aestheticblack and white photographyslice of life momentsempowerment anthemjuxtaposition of roles

The cut

Length
90 s
Shots
71
Average shot
1.3 s

What creatives use Rolling Stone Italia “Rockin' Mamas” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Rolling Stone Italia “Rockin' Mamas”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A black and white photo of a woman with big hair, wearing a patterned skirt, sitting on a toilet, screaming and making rock-and-roll hand gestures in a bathroom.© Rolling Stone ItaliaA woman with curly hair and a leather jacket lies on a couch, looking directly at the camera with a serious expression in a black and white shot.© Rolling Stone ItaliaA young child with blonde hair sits in a folding chair, covering their ears and screaming as an adult holds a hairdryer nearby.© Rolling Stone ItaliaA young man with a beard holds a baby in a diaper, looking at the camera in a black and white archival photo.© Rolling Stone Italia
    Frames from Rolling Stone Italia “Rockin' Mamas”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Rolling Stone Italia “Rockin' Mamas” in order, with its length, framing and what happens in it.

    A black and white photo of a woman with big hair, wearing a patterned skirt, sitting on a toilet, screaming and making rock-and-roll hand gestures in a bathroom.© Rolling Stone ItaliaA woman with curly hair and a leather jacket lies on a couch, looking directly at the camera with a serious expression in a black and white shot.© Rolling Stone ItaliaA young child with blonde hair sits in a folding chair, covering their ears and screaming as an adult holds a hairdryer nearby.© Rolling Stone ItaliaA young man with a beard holds a baby in a diaper, looking at the camera in a black and white archival photo.© Rolling Stone ItaliaA woman with curly hair and glasses sits at a table, talking and gesturing with her hands, in a home setting.© Rolling Stone ItaliaA woman in her 20s, wearing a helmet and denim jacket, sits on a motorcycle at night, looking directly at the camera.© Rolling Stone Italia
    Length: 90 s · Shots: 71 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a everyday hero

    Before you present an idea, you need to know who has done it, and how.

    Rolling Stone Italia “Rockin' Mamas” is built on a everyday hero. Search the library by idea to see every spot that uses it.

    Apple “Someday”© AppleAndrex “First Office Poo”© AndrexHORNBACH “1sqm”© HORNBACHCadbury “Garage”© Cadbury
    Apple · Andrex · HORNBACH · Cadbury

More commercials by Ali Ali

More from VMLY&R

  • Stamma "It's How We Talk" (2022) commercial still© StammaStamma “It's How We Talk” 2022Dir. LIAKH · VMLY&RYoung Director Award Silver 2023
  • Boots UK "Bags of Joy" (2022) commercial still© Boots UKBoots UK “Bags of Joy” 2022Dir. Tom Hooper · VMLY&RCreative Circle Bronze 2022
  • DELL "Fashion" (2026) commercial still© DELLDELL “Fashion” 2026Dir. The Weiland Brothers · VMLY&R
  • Department For Transport "Think" (2025) commercial still© Department For TransportDepartment For Transport “Think” 2025Dir. Ed Morris · VMLY&R
  • US NAVY "Plus Portal Film" (2025) commercial still© US NAVYUS NAVY “Plus Portal Film” 2025Dir. Hans Emanuel · VMLY&R
  • Carlsberg "Carlsberg - Garage" (2024) commercial still© CarlsbergCarlsberg “Carlsberg - Garage” 2024Dir. Michał Sabliński · VMLY&R

Award-winning media & entertainment commercials

Questions

Who directed the Rolling Stone Italia “Rockin' Mamas” commercial?

Ali Ali directed it, produced by Movie Magic International, for the agency VMLY&R.

Which agency made Rolling Stone Italia “Rockin' Mamas”?

VMLY&R created it for Rolling Stone Italia (2022).

What awards did Rolling Stone Italia “Rockin' Mamas” win?

4 awards, including D&AD 2022 Writing for Advertising: Film Yellow Pencil, Dubai Lynx 2022 Grand Prix Film B04: Media / Entertainment, Dubai Lynx 2022 Gold Film C01: Viral Film and Dubai Lynx 2022 Gold Film Craft A02: Script.

What is the tagline of Rolling Stone Italia “Rockin' Mamas”?

“Your Mama.”

Sources for the credits and awards

dandad.orgThe WorkThe WorkThe Work