Ad campaign theme of mothers who swear is aimed at millennials

We’ll cop to swearing as much as the next blogger, but Kraft Macaroni and Cheese’s new campaign to capitalize on America’s most overrated “holiday” is making us blush a bit.

It features Melissa Mohr, who wrote a book on swearing.

“The reality is that millennial parents today really don’t believe that there is such a thing as perfect parenting,” Rachel Drof, marketing director for Kraft Macaroni & Cheese, tells Ad Week.

Well, I guess they’re in a position to know.

“As we built on that, the role that Kraft Mac and Cheese plays in that is it’s the one thing that no matter what, we can deliver a win for parents because it’s the taste kids love, and we can make it right,” Drof said.

Huh.

“We thought, ‘What better way to celebrate mom on Mother’s Day than celebrating the perfectly imperfect side of motherhood and give mom a set of tools on this day?’” Drof said.

It’s no Proctor & Gamble.

  • KariBemidji

    I was pretty good until this last election cycle. My 14 yo enjoys our car rides into work/school which sometimes include me swearing at MPR (91.3, KNBJ) – “God, that man is a a$$%*!e.”

    • I think the best part of parenthood is when your kids leave the roost, make it on their on, come over for holidays and you can crack open a beer with them and swear like a sailor.

      Or so I’ve heard.

      • KariBemidji

        My dad was a sailor so we knew all the best swears before kindergarten. And in the case of my sister, sometimes a sip of the beer, too.

      • It brought a smile to my face to hear my parents swear (beyond our hallowed “Gosh, darn it” Scandihoovian heritage) … even a little.

  • BJ

    I’m pretty bad compared to my group of ‘parent’ friends.

    But considering my Dad, I feel like i’m a Saint.

    When my kids where about 2 and 5 – he said ‘shit’ in front of them and I chastised him, he then said F, then shit again, the F again. Everyone just started laughing he couldn’t stop swearing to save his life.

  • Paul

    One of these ads was really cheesy. The other featured Kraft Macaroni.

  • Joe

    As a millennial (and not a mom, though I’m married to one), I like the Kraft ad more. The other one had a soundtrack designed to pull the heartstrings, but otherwise was fine. So there is one data point for you.

  • Rob

    Effin’ A! I’ve got a sudden, uncontrollable urge to head for Costco and buy a boatload of Kraft Mac n’ Cheese…

  • Lois Gaetz

    The day my mother kicked the washing machine and called it an asshole in German I knew life was changing.

  • Barton

    I’d like to make the argument that it is Valentine’s Day, not Mother’s Day that is the most overrated holiday.

    And it isn’t mother’s swearing that gets me: it is when my Southern Baptist, 93 year old grandmom say “F@%k!” that I thought the world had ended.