The lessons to be learned from Motrin's mommy mess.

I don't usually cross-post stuff between The Social Path and AdFreak, but it's worth checking out my post today on Motrin's mom-blogger disaster. Here's the ad in question:

Here's an example of the responses that have been posted by baby-wearing moms:

And here are a few lessons all of us ad folks should take away from the Motrin mommy headache:

1. Always be sure you're monitoring your campaigns, ads, etc. after launch. Sure, this can mean checking your e-mail on nights and weekends, but it's better than getting sandbagged the morning after a late-night blitzkrieg by angry bloggers.

2. Test new ads with your target audience. I realize this sounds like Advertising 101 stuff, but the hard truth is that many ads get released into the wild without much pre-launch feedback. I'm not advocating an extensive set of focus groups for every spot, but with a hyper-focused ad like this, it wouldn't be tough to bounce it off a few online moms before pulling the trigger.

3. Ask yourself a lot of tough questions. "What's the worst way this can be interpreted?" "If you were looking for a reason to hate this ad, what would you say?"

4. Mildly off topic, but: Let's all take a break from using kinetic type in ads. I know it's the new hotness — there's Chrysler's pocket pony ad, all those Ford F150 spots featuring Dennis Leary, etc. — but please, let's see some moderation, people.

Comments

[Joe Doyle]

Ugh...those kinetic type ads are just horrible. "Let's put the web on TV!"

As a father of 19-month-old twins, I've learned is that there are a lot of crazy mom zealots out there. Like that woman in the second video. Motrin didn't say not to wear your baby, it said "hey, maybe it hurts, so use Motrin."

Fact is, it does hurt. I'm 6'2", 190lbs and I hated wearing the Baby Bjorn, even with the back support. But as seen in that video, there are a lot of crazy moms out there.

You're right. Motrin should have done their homework first. I think maybe they would have stayed away from that niche audience then.

[Tired of the PC Police]

5. Check with everyone and their mother before doing each and every ad that you produce. Someone is sure to be offended in today's society...especially those without a sense of humor or those who are chronically self-righteous. Cater to them. Like never before. Listening to everyone will prevent the future proliferation of such ghastly ads as Apple's 1984 (did you see what that lady is wearing? how sexist.), Coke's Mean Joe Greene (men should never be portrayed as mean/kind, only dimwitted and incompetent are acceptable.), or Careerbuilder's Monkeys (Comparing animals to humans? get PETA on the phone. Animals are much too noble to be compared to people.). Remember, your goal in advertising is to not offend ANYONE. EVER.

[DM Epee]

I am totally in agreement with the commenters - please, the Motrin ad is cute and funny, I am a mother, albeit not a new one. So maybe I regained my sense of humor. But that mom with the lilac thingie is so annoying, I couldn't get past the first half of her video.

[hairy carrion]

1. It's not fashion to wear the baby. God I hate the advertising industry. Do your freaking homework, read history, check out other cultures besides hipsters in their 20s sucking lattes and smoking ciggies wearing Che t-shirts. Ugh!

2. Supposedly it's a bonding experience? Oh come on. Who writes this crap?

3. But what about me? Oh come on again!!! Who writes this crap?It will never be about you ever again for there rest of you life. Ask your mom. (I'm a mom, I know. Ask my grandkids too.)

4. These "things" put a ton of strain... etc? Those "things" are babies, aka, children. Little angels from heaven, until they turn 2. Again, who wrote this drivel? Oh that's right, advertising agencies with hipsters for copywriters.

5. Put up with the pain because it's a good kind of pain because, it's back to fashion here, it makes me look like an official mom? Not that having the baby made her an "official" mom, right? I'll ask it again, who wrote this crap?

6. So, if I look tired and crazy people will understand why? Yes, of course they will. Because you are crazy. You're strung out on motrin and believe that babies are fashion statements which are basically a pain in the ass, because after all, it's all about you, you, you. You selfish bitch.

Did I get that right?