Grab is not the instinctive choice when it comes to celebrating Mother's Day. The delivery app wanted to grow its orders for the season, not just in the Philippines, but in Singapore and Vietnam as well.

Its edge? Instant gifts. The objective was to deliver this message and stand out in a sea of Mother's Day ads.

To target millennial, last-minute gifters, this film latched on the highly relatable insight of Asian moms not-so-subtly asking for gifts, most of which take time to get. Like grandchildren. This was done through a funny and absurd film in which a couple suddenly dances sensually in front of mom on Mother's Day.

The results: Delivery sales increased by 55% in the Philippines, 11.28% in Singapore, and 9% in Vietnam.