# Profanity-Laced Mother's Ads Kraft's 'Swear Like a Mother' Ad Uses Humor to Celebrate Mother's Day By Mishal Omar | Published 2017-05-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/swear-like-a-mother References: [designtaxi](http://designtaxi.com/news/392890/You-Don-t-Know-Vulgarities-Till-You-Swear-Like-A-Mother-In-Kraft-s-Amusing-Ad/) & [swearlikeamother](https://www.swearlikeamother.com/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) [Kraft](https://www.trendhunter.com/trends/kraft-mac-friday) 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](https://www.trendhunter.com/trends/little-moons-x-candy-kittens) 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 Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 79% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **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. ### Where This Applies - **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. ## Related on Trend Hunter - [Humorous Mother's Day Campaigns](https://www.trendhunter.com/trends/gift-glow-up-shop.md) - [Aspirational Mother's Day Campaigns](https://www.trendhunter.com/trends/strong-like-mom.md) - [Authentic Mother's Day Commercials](https://www.trendhunter.com/trends/amazon-boxes.md) - [Comforting Oat Bar Ads](https://www.trendhunter.com/trends/campaign-for-bobos.md) - [Imperfect Cooking Campaigns](https://www.trendhunter.com/trends/effortiseverything.md) - [Black Friday Macaroni Deals](https://www.trendhunter.com/trends/kraft-mac-friday.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Candid Mother's Day Cards](https://www.trendhunter.com/trends/mothers-day-card-collection.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md)