Pyjama Mamas Star In Vauxhall Crossland X Ad Campaign

It would appear that one of the things the Crossland X is good at, is matching up with moms who will just wear whatever they like when going out in their new SUV.

Naturally, these moms, despite being too tired or in a hurry to get themselves sorted and climb into some street clothes, still manage to look good while wearing just PJs.

But that’s obviously not what this ad campaign is about, not directly anyway. According to Vauxhall, it’s about bringing attitude, confidence and swagger in support of the new Crossland X.

“Pyjama Mamas is a punchy and upbeat campaign for our newcomer, the Vauxhaull Crossland X,” says Simon Oldfield, Vauxhall marketing director. “Our brief was to bring something very different to our burgeoning SUV offering, which is due to grow still further in 2017 with the launch of the larger Grandland X later in the year.”

The campaign will launch across digital, TV, PR and social platforms (among others), starting June 30th. In the TV campaign, a number of the Crossland X’s features will be showcased, such as its 180 rear-view camera, since “mamas need eyes in the back of their heads” of course.


  • salamOOn

    What the F and why the F?

    • Slavicis

      Precisely! What the hell was that about? What message did they try to get through and how does that concern the car?

      • ChrisInIL

        The size and style and engineering of the car are geared toward women. S e x sells.

        “It’s not s e x y.” you say? It is if you are an underappreciated football mom, who now sees herself and cool and in control – even right out of bed wearing pyjamas.


  • GlobalPostitpad

    This advert will work in the UK and Ireland as Pyjama Mums are well known but it isn’t really helping to move the brand upmarket. I could understand an advert like this under GM who had no vision for the brand but PSA shouldn’t be allowing this downmarket advertising.

  • thunder bolt

    everyone else can ban them, but I’d bang them.

  • Bash

    Makes me sleepy. lol

  • Gerardo Jiménez

    Hahaha! Great ad, first it hooks you with humor, then you realise it’s laughing of conventional people. The car is just another SUV (a citroën to be exact), but is sold to moms that dare to be different. As if the car made you cool.

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