“Hello. Mother misses you.” Billboard creates buzz. But what is it?


If you’ve driven along Federal Highway towards Petaling Jaya, you may have caught a glimpse of this un-branded billboard. I stumbled upon this billboard a couple of days ago, and only today managed to take a quick snap on my phone camera while driving today. Arresting would be a word to describe it.

The billboard is minimalist, with usage of space a designer (like me) would appreciate. A kid lies on a lush green carpet, carpet of green, holding a smartphone. Is he/she taking a selfie? Or a picture of the clear blue sky? Or could it be he’s/she’s video chatting?

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Where’s Father, then?

The only text on the billboard is the line, “Hello. Mother misses you.” Cryptic, but no less arresting as a message.

So, it’s gotten me thinking. Is this a Public Service Announcement? The timing of it is suspect, it being smack in the middle of the Lunar New Year celebrations. Is it a reminder for us to call home? Is it a call to children to come home for festivities to see parents and family?

No branding. No logo. No other text. Not even a fancy URL, as do most teaser ‘ads’ have. Only I’m not too sure if this is an ad per se. If it was, it could be quite a clever, bigger campaign. Visual cues and tone-manner suggests a telco, but what if it was not?

Only questions so far. No answers. What do you think? How did the billboard make you feel? Leave your comments below.


By Vernon

Vernon is the founder and chief editor of A graphic designer by profession, he has a deep love for technology, cars, gadgets, food, and travel. He tweets too much and is also known as a caffeine bacterium ("life's too short for bad coffee"). Bleeds Blue (go Chelsea FC!) and considers BMW, Porsche, Alfa Romeo cars to have in the garage--for true petrolheads, that is.

7 replies on ““Hello. Mother misses you.” Billboard creates buzz. But what is it?”

I know right? IJM is the developer. I found out by doing a domain search, and it led to the website, and also news links from last year.

Looks good, but then, ultimately still man-made? What do you think?

Lush green carpet? Looks like grass to me, not a carpet. O.o

As for what it means, my thoughts, with the butterfly in the foreground and the un-manicured grass, are that possibly it means Mother Earth. Perhaps by a nearby zoo, park, arboretum, etc., is behind it. If so, I like it. *huge grin*

I’ve reworded it. ROFL. Thanks for pointing it out.

I really hope it’s for something that’s Mother Nature-related. Apparently it isn’t a telco, so that takes that out of the equation. We’ll see won’t we?

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