CNET también está disponible en español.

Ir a español

Don't show this again

Culture

For Mother's Day, Kraft wants moms to swear like sailors

Commentary: In a wonderful online campaign, the mac 'n' cheese maker offers the revolutionary "SwearLikeAMother" website. And an ad in which a mom swears countless times.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


She swears by swearing.

Kraft/YouTube screenshot by Chris Matyszczyk/CNET

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."

Does the Mac still matter? Apple execs tell why the MacBook Pro was over four years in the making, and why we should care.

It's Complicated: This is dating in the age of apps. Having fun yet? These stories get to the heart of the matter.