When Ads Imitate Life

picture-72

picture-42

picture-52

img_0546

Finally, an ad campaign we can relate to! We love the celebration of the late nights, the messes, the juggling and the imperfections of parenthood. Huggies really nailed it with their recent ad campaign from JWT. Not only is the content a breath of fresh air, but the execution is edgy and worlds apart from the warm fuzzies that baby advertising normally gives us.

When my personal vacation photo resembled their vacation ad, they got me. How well do you think they know their target?

Photos by Doulgas Adesko

Punch in. It’s Third Shift.

Here at MIM headquarters we’ve developed a term that we think can really catch fire: “The Third Shift.” Let’s see if this sounds familiar: Wake up, frazzled race to get out the door, work, come home. First shift over, put on mom jeans for second shift. Dinner, baths, homework, clean up dinner, playtime, break up fights, monitor television use, bedtime for kiddos. Then a nice glass of California Red Zin, a TiVoed episode of Oprah…
No. Get on up! It is time for the Third Shift. This is the time when you prepare for the next day. What happens in Third Shift? Bottle washing. Lunch packing. Sorting socks, you name it.
Of course, if you brought work home like most MIMs do, there is a healthy debate going on if it belongs under the header “third” or “fourth” shift. I think the idea of adding a fourth shift seems depressing, so I will include working at home as part of “preparing for the next day.”
There is some solace in designating this part of the day as a “shift.” Giving it its own daypart and grouping it all together somehow slightly elevates the grunt work. It is a way to mentally feel in balance… Work? Check! Family? Check! Home life? Check!
Not that you ever needed it, but we just found another reason to love Friday: No third shift.

EXCUSE ME, DO YOU NOT KNOW WHO I AM?!?

Alternate title: Flying on a new airline

As part of the collective belt-tightening we’re all enjoying, the airline industry has found a new tighter notch — eliminating more flights and routes. Which means that those of us in a secondary market have less choice.

Want to go to California? Here’s when the plane leaves. Don’t like it? Well, go fly with those guys.

And this is precisely what happened. I had a true MIM Moment where I had to take a later flight so I wouldn’t miss my little girl’s first birthday party. In doing so, I ended up on a carrier with whom I have no status. This means:
No seat selection
No express line for security
No priority boarding
N0 room in the overhead bin!

I am reminded of the Seinfeld episode where Jerry argues to Elaine that he HAS to have the first class seat, because he’s flown first class before. And therefore would know what he was missing. As I type this from the middle seat in Row 19, I definitely know what I’m missing.

Now, let me balance all this prima donna talk with a link to one of the funniest clips I have seen in a long time. It is comedian Louis CK talking about people who take flying for granted.

My Littlest Client

I had big plans for a recent half day off from work: finish painting a mural of ‘mod’ pink trees on my older daughter’s wall.

We had talked about the trees and she seemed excited, especially since they were going to be PINK.

So I settle into the project. Things are going well. The glossy paint I chose looked amazing against the eggshell finish of the wall.

By the time she arrived home I had one nearly finished. I tell her, “I have a surprise for you!”

We excitedly run up the stairs. I open the door. She squeals. She laughs. MIM moment = shining success! Mom of the Year!

Then she abruptly stops. Turns, looks at me and deadpans, “Why is it trees?”

I am thrown. She’s not happy! I stammer, “But we talked about this. You said you liked trees in your room… remember? It’s pink trees.” I instantly feel like I am at work. (“But we said we’d try progressive and daring at the briefing. I thought we all liked the idea…” Grasping.)

Then she gave me a look that was a glimpse into my future – she morphed into a teenager before my eyes and said, “I like flowers. I want pink flowers.” And that was it.

Yes, this girl knows what she wants. Wonder where she got that from?

5 SIGNS YOU ARE A MIM

Just a starter list.. Own it, ladies!

  1. You would use a term like “back out a schedule” or “plan for execution” when planning a baby shower.
  2. You read a magazine for fun and take note when a brand has introduced a new campaign. You then dissect the new campaign, figuring out the new strategy behind the shift.
  3. You have purchased designer maternity jeans.
  4. You have pumped-in-style in airport bathrooms or in a high-rise-office bathroom.
  5. You attack discipline books with the same calculated methodology as an RFP.