They may have played beer pong with red Solo cups in 1999, but moms have upgraded to crack-resistant party cups in Hefty's sharp and funny new campaign by Havas Worldwide Chicago.
Three new ads all open on a wholesome PTA-stereotype mother in a docile environment (folding laundry, reading a book, unpacking groceries). But then they open their mouths, and their monologues aren't quite what you'd expect.
The moms detail party scenes in what can only be described as 2015-speak ("Bye, Felicia," "bae" and the hideous "on fleek" make the cut) as they reference current and younger-targeted social networks like Snapchat and Tinder. Mom may wear tasteful khaki slacks, but she also likes to drop it down low and bring it up slow.
The writing is solid—some of the phrasing is truly cringe-worthy. (It's OK to pronounce though with a "th" and not a "d," unless you're talking about Bambi's mom, may she rest in peace.) And the actors do a bang-up job with the "Talbot in the streets, Forever 21 in the sheets" personas.
Hefty says the humor is rooted in a truth that's rarely addressed in typical CPG marketing-to-mom efforts. "Traditionally mothers are cast in one light: wholesome caregivers for their children. But the reality is moms are much more complex and multifaceted," says Lynnette Hinch, director of marketing for Hefty Cups.
"Their social networks are extremely important to them, and time spent with friends is often a welcome escape from the drudgery of daily life," adds Hinch. "We decided to activate that sense of fun, juxtaposing their routine tasks with recaps of epic ragers from the night before. In essence, we're giving moms permission to party harder with the ideal party cup from Hefty."
The spots roll out today on Hefty's Facebook page. It's a funny and unexpected way to market party cups, and I think Hefty's ad game is straight fire, for real.
CREDITS
Client: Hefty
Campaign: "Party Hard Moms"
Agency: Havas Worldwide Chicago
Chief Creative Officer: Jason Peterson
Group Creative Director: Ecole Weinstein
Creative Director: Shelby Georgis
Copywriters: Matt Bush, Kristi Lira
Art Director: Katie Rogers
Group Account Director: Lisa Evia
Account Executive: Christina Banuelos
Production Company: One Thousand Percent
Directors: Antonio Santos, Phil Pinto
Producer: Kris Rey-Talley
Music: Trentino
Postproduction: Studio 6
Executive Producer: Lauren Shawe
Producers: Jordan Sider, Kara Weinert
Editors: Steven Mach, Kelsey Moher
Senior Audio Engineer: Mark Ruff, CRC
Color Grade: Peter Berthold, Studio 6
Computer Graphics: Jon Gallo, Feral