Bra firm trying to bring MILFs in from the cold gets a frosty reception
A very odd campaign by True&Co, an online bra firm , is reported by the ad website Adrants.
Can you believe this ad?
The US firm is trying to reclaim the pejorative acronym MILF, a familiar feature of porn sites worldwide. They'd like to turn "Mom I'd like to f--k" into "Mom I'd love to fit'—as in, fit for a bra.
They send you five bras to try on at home, you send back what you don't want. The idea is that you get you get the perfect fit. During this promotion, you also get a free MILF temporary tattoo!
What were they thinking about?
"Mommy, what does MILF mean?" "Um. That's how you spell milk." "Cool! Can I have a tattoo, too?"
Adweek says, "At this point, it's best for True&Co to just apologize, act contrite and enjoy the attention."
The magazine quotes from the company website: "The term brings to mind pervy frat boys but who says they should own an acronym? … We think there's nothing objectifying about a woman owning her sexuality. We'd be proud to be considered a MILF (Mom I'd Love to Fit)."
The weirdest part, says Adweek, is the art direction...."all adorable pictures of moms with their kids. True&Co even wants you to send in your cute pics for its Mother's Day contest and online gallery."