Bra campaign attempts to redefine "MILF"

What?

Online lingerie company True&Co is hoping to earn some buzz by branding their new custom-fitted bra campaign as "Mother I'd Like to Fit" or "MILF".

Of course, "Fit" is not the f-word used in the more commonly used acronym. And they launched it using photos submitted by fashion bloggers who for some reason wanted their children to be in these pictures.

Reactions on Facebook ranged from "LOL! Love this" to "Nothing funny about this Milf joke".

Now the company is running a Mother's Day contest:

I really don't mind if women want to jokingly self-identify as mothers someone would like to... umm.. fuck. I just find that including their kids in the picture is kind of icky.

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Fiat "celebrates" modern motherhood

Adfreak recently featured this ad from Krow Communications for Fiat UK, featuring an awkwardly-rapping British mum:



As an obvious play for the "mommy blogger" set, it's pretty amusing with its self-deprecating references to nursing, children's filth, oversharing, and an unsatisfying sex life. All it's missing is the constant references to wine dependance, but this is a car ad after all.

AF's Rebecca Cullers points out how there is no man present, which may be a purposeful appeal to both spiritually independent and single mothers. Besides which, she adds, "how this MILF fits herself, Dad and those three kids into the four-seat Fiat 500L is a total mystery."

Natural birth advocates may be annoyed with the casual episiotomy reference, but at least she's breastfeeding (or at least, "expressing").