American Greetings had an amazing idea for Mother’s Day, so it enlisted the help of Boston-based advertising agency Mullen for the campaign this year.

“One of our writers went home to Michigan to be with her family,” recalled Jon Ruby, vice president and creative director at Mullen. “She spent quite a bit of time with her brother and sister-in-law. She does not have kids, but they do. In watching them, she saw how they interacted with the kids. Her sister-in-law was on her feet 24/7 and never stopped working.

“When she came back, she said being a mom is really the world’s toughest job.”

Mullen decided to place job advertisements for a “fake” job, and then interviewed unsuspecting applicants.

Only 24 people inquired about the position after reading the job description. According to Ruby, the number of applicants was in line with Mullen’s estimates. Mullen used both Skype and a videoconference center in New York City to film the interviews. The person conducting the interviews was a paid actor, who told the job applicants that he was in Houston. In reality, the paid actor was talking to them from another room in the same center.

The following video will bring all. of. the tears.


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    Aw damn. This is tough, especially since I lost my Mom four months ago today. :-(

  • Me

    UGGGGHHHH!!! why was that a COMMERCIAL?! i teared up & then wanted to vomit as soon as i saw that stupid logo (i didn’t read the article 1st). emotions are not for sale. corporate jerks. but i love my momma anyway.

  • SimplePseudonym

    I couldn’t even get all the way through it. Being a mother is not a job- (in majority of cases) it’s something that you decide to do in your free time b/c you want to do it (or you accidentally get pregnant). Why do parents need to be pat on the back b/c they decided to have children and raise them? Why frame your children as a chore/job and seek validation for interacting with them instead of a great choice you made and a person you love?

    • Zarinah Tate

      You don’t have kids, obviously or you’re 17.

    • SimplePseudonym

      That could go both ways and I could say, “You obviously have kids and think someone should give you a standing ovation b/c your kid woke up and asked for breakfast and you fed them.”

      [slow clap]

      Being a mother is hard as hell, yes! Being married is also hard, but no one says, “Being a husband/wife is the world’s toughest job.” Children fall in the same category. I would be all for it if it was framed as “Being a mother is the hardest thing I’ve ever done!” but the whole “It’s a job! Poor me, it’s such a hard job being a mom!” whining is TIRED!

    • Zarinah Tate

      I think your missing the point of the video. What the ad is trying to imply is that the responsibility and sacrifices that mothers make for their children simply cannot be measured by any job requirement list. I dont see any parents in the Ad screaming “woe is me, please send me your empathy”. Its merely conveying a message of love and self sacrifice that we as offspring seem to forget

    • SimplePseudonym makes a good point though: you don’t get points for doing what you’re supposed to unless you’re going above and beyond the ordinary.
      toughest job is a bit of a stretch. roofing in the middle of july is tough, fishermen/women fishing on the high seas is tough and dangerous. looking after your own kids and doing for them as you’d do for yourself may be involve long hours (definitely not 24/7) but it’s not tough.

  • Chauntelle

    Go Moms!!!

  • LN