These Commercials Aim to Negate Stereotypes of At-Home Moms
Mishal Omar — July 22, 2016 — Lifestyle
References: adweek & huffingtonpost
These 'cool mom' commercials oppose stereotypes of stiff, boring mothers who are stuck at home doing chores.
The commercials were created as part of a campaign for the company 'Hefty' -- one that sells disposable red cups that are staples at college parties. The three different commercials show the mothers telling stories about their partying ways of the night before. Using words like "hashtag," "bae," "on fleek" and referencing pop culture and popular social media fads -- the mothers' conservative appearance is quickly overshadowed by their use of modern slang.
By referencing a variety of popular Millennial phrases, this ad targets a younger audience while introducing older parents to of-the-moment slang that is simultaneously delivered in a humorous way.
The commercials were created as part of a campaign for the company 'Hefty' -- one that sells disposable red cups that are staples at college parties. The three different commercials show the mothers telling stories about their partying ways of the night before. Using words like "hashtag," "bae," "on fleek" and referencing pop culture and popular social media fads -- the mothers' conservative appearance is quickly overshadowed by their use of modern slang.
By referencing a variety of popular Millennial phrases, this ad targets a younger audience while introducing older parents to of-the-moment slang that is simultaneously delivered in a humorous way.
Trend Themes
1. Anti-stereotype Marketing - Campaigns that aim to negate stereotypes and challenge societal norms through advertising, such as the 'cool mom' ads by Hefty.
2. Humorous Marketing - Using humor as a disruptive innovation in traditional marketing techniques, as demonstrated by Hefty's 'cool mom' campaign.
3. Millennial-focused Advertising - Creating marketing campaigns that specifically cater to Millennial consumers by utilizing their language and pop culture references, exemplified by the 'cool mom' commercials.
Industry Implications
1. Consumer Goods - Consumer goods companies can leverage anti-stereotype and humorous marketing techniques to connect with younger audiences, as demonstrated by Hefty's 'cool mom' campaign.
2. Media and Advertising - Media and advertising companies can capitalize on the trend of Millennial-focused marketing by incorporating Millennial culture and language into their campaigns.
3. Parenting and Family - Companies in the parenting and family industry can challenge traditional stereotypes and connect with younger consumers by incorporating humor and unconventional marketing techniques into their campaigns, as demonstrated by Hefty's 'cool mom' ads.
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