Van Houten wanted to become "mom's best friend" - the brand to which mothers turn to relieve their everyday stress. So we formed a heavy metal band called "MAMAMETAL," which released a series of songs shouting out the daily frustrations that mothers normally cannot express. The aim was for this to be an empowering tool. This video releases those small frustrations on behalf of mothers.

Daughter, a high school girl, comes home late. The mother explodes in anger at her daughter since she already had dinner without letting her know, meaning dinner goes to waste. Instantly, the kind mother transforms into a heavy metal singer, and she wreaks her frustration through a metal song. In real life, Van Houten helps sweeten her up.