This commercial caused a lot of controversy amongst moms. No wonder, a good example of lack of understanding for your target group. Pretty basic. I wonder who got an idea to tell moms: "wearing a baby sucks" or "it can hurt being a mom" and expected nothing would happen.
After the storm caused by mad mom began on the Internet, site went down and when it finally got back, some official message appeared, with so called "sincere apology"
You can find the whole story summed on Dave Armano's blog.
And this is response from one of moms, who didn't agree with Motrin's message to moms community.
This an example and good lesson for all brands that it is getting harder and harder for brands to get away with reckless decisions that consumers don't approve. Such powerful consumer's response can be started by anyone...