Paging you-know-who. Ad Week reports:
Would it surprise you to learn that 74 percent of moms admit they’ve sworn in front of their kids? Probably not, because being a mom and taking care of another human is hard. Kraft Macaroni & Cheese, a brand that prides itself on being there for moms and families when they need it most, has a clever new campaign that celebrates these moms leading up to Mother’s Day.
The brand partnered with Melissa Mohr, author of Holy Sh*t: A Brief History of Swearing, for its new spot from CP+B in Boulder. The thinking behind the ad is that Mohr can provide moms with nonexplicit alternatives to swear words.
Not only did Kraft create the silly film for Mother’s Day, it also made a set of so-called “fail-canceling earplugs” for kids to use when Mom is feeling a little overwhelmed and calling someone a “flipping goose-nugget” just won’t cut it. They’re available online for a limited time at swearlikeamother.com. Kraft Mac and Cheese is also launching a set of limited-edition Mother’s Day cards.
(Tipped by JMG reader Scott)