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For too long, advertising has portrayed moms as ever-tolerant, ever-sweet and ever-unbelievable.
So for Mother's Day -- May 14, in case you'd forgotten -- Kraft, the mac and cheese people, have decided to make moms feel better about who they really are: stressed, frustrated, exasperated human beings who swear quite a lot.
Indeed, Kraft's research says moms swear more than dads. Seventy-four percent admit they've sworn in front of their kids. Of course they have. Dads have it easy.
So the company has just released a campaign that says to moms: Swear away. You'll feel better for it.
Of course, it jokingly offers alternatives to the F-ing and B-ing. It's all lovingly put together. The online ad features (fake) swearing expert Melissa Mohr, Ph.D.
She wrote the seminal "Holy Sh*t. A Brief History of Swearing." She curses all the time. Indeed, she addresses the 26 percent who claim never to have sworn in front of their kids. "You're full of sh*t," she says.
Mohr claims she's the expert in helping other moms avoid "these not-so-perfect parenting situations."
So she suggests such delightful turns of phrase as "flipping goof-nuggets" and "son of a motherless goat."
But then there's a website to accompany this liberation. SwearLikeAMother.com (yes, really) allows kids to make special Mother's Day cards out of mac and cheese boxes.
I feel sure that one or two moms watching this will recognize some of the situations presented by Mohr and feel a certain kinship.
I feel sure they won't bother with euphemisms such as "flipping goof-nuggets." They'll simply swear their souls out, while explaining to the kids, "I'm part of the 74 percent and I'm proud of it."
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