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."