Kraft's 'Swear Like a Mother' Ad Uses Humor to Celebrate Mother's Day
Mishal Omar — May 5, 2017 — Lifestyle
References: swearlikeamother & designtaxi
Kraft Mac & Cheese's 'Swear Like a Mother' campaign seeks to satirize the role of being a mother, and the frustrations that can come along with it.
The advertisement is targeted towards Millennial parents who are "perfectly imperfect" – renouncing the idea once so popular in parenting-related industries that parents must be perfect in order to raise children properly. The star of the ad is Melissa Mohr, who authored 'Holy Sh*t: A Brief History of Swearing.' In the ad, Mohr is taped giving viewers advice on which words they can replace with the profanity that might come naturally to them – all while spontaneously swearing throughout the commercial.
The Swear Like a Mother ad ends with Mohr promoting the brand by saying: "No parent is perfect, but sometimes you can do better. That's why I'm here. Other times you can't, and that's why there's Kraft Mac & Cheese."
The advertisement is targeted towards Millennial parents who are "perfectly imperfect" – renouncing the idea once so popular in parenting-related industries that parents must be perfect in order to raise children properly. The star of the ad is Melissa Mohr, who authored 'Holy Sh*t: A Brief History of Swearing.' In the ad, Mohr is taped giving viewers advice on which words they can replace with the profanity that might come naturally to them – all while spontaneously swearing throughout the commercial.
The Swear Like a Mother ad ends with Mohr promoting the brand by saying: "No parent is perfect, but sometimes you can do better. That's why I'm here. Other times you can't, and that's why there's Kraft Mac & Cheese."
Trend Themes
-
Satirical Parenting Campaigns — Other industries can take advantage of satirizing traditional family roles to capture a new Millennial audience.
-
Humorous Marketing Strategies — Businesses can take a page from Kraft's playbook and use humor to make their products and services more relatable to everyday frustrations.
-
Embracing Imperfection — Industries can join in on the 'perfectly imperfect' mindset and demonstrate to consumers that they don't have to be perfect to take advantage of their products or services.
Industry Implications
-
Food and Beverage — Food and beverage companies can make their products more relatable to busy parents by acknowledging that sometimes, convenience is more important than perfection.
-
Parenting Merchandise — Parenting merchandise companies can use humor to appeal to a new generation of more relaxed parents.
-
Media and Advertising — Media companies and advertising agencies can take advantage of the satirical trend in advertising to create new campaigns that resonate with a younger audience.
6.1
Score
Popularity
Activity
Freshness
