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PUBLICIS KAPLAN THALER, New York / ABBOTT NUTRITION / 2015
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“The Mother Hood” video dramatizes the “Mommy Wars” that have been a continual source of parental anxiety in the US. Parents judge each other for parenting styles and decisions. In the video, we see moms and dads hurl judgments at each other, showing how hurtful this type of behavior can be.
The video starts with segregation into parenting groups like breast feeders vs. bottle-feeders, stay at home moms vs. career moms and stroller vs. baby carrier. The groups mock each other, almost like gang warfare. When the insults get heated and all of the different gangs are ready for a beat-down, one baby stroller heads down a hill with a baby inside. In the face of danger for this one baby, all the parent-gangs forget the rumble and run after the stroller in unity. When they catch it, they all breathe a sigh of relief and see in the eyes of their fellow parents, what really matters: our babies. Because no matter the differences in our parenting styles, we are all parents first.
EntrySummary
In the US, there’s been a lot of media attention on all the judgments parents face with their parenting styles. There even was a book written about it, “The Mommy Wars.”
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