Why The #Worldstoughestjob Viral Ad Is Offensive And Regressive

Mother’s Day is just around the corner. Cha-Ching!

The hands down winner of the most successful Mother’s Day marketing campaign so far goes to greeting card company American Greetings for it’s #WorldsToughestJob video.

The video – which has so far infected 8.5 million viewers – has been declared by many on social media to be the best video they’ve ever seen. It’s guaranteed to reduce you to a puddle of tears.

It made me want to cry too – but probably for completely different reasons to those who are gushing over it. Put politely, it’s one of the most manipulative, and guilt-inducing representations of motherhood I’ve seen in a long time.

The video starts out as a series of job interviews for candidates applying for the position of Director of Operations.

The interviewer relays the job description to the horror and disbelief of the candidates.

‘This job requires that you will be able to work standing up most or all of the time.’ says the interviewer.  ‘Constantly on your feet, constantly bending over, constantly exerting yourself. A high level of stamina.’

He tells the candidates that they’ll be required to work between 135 hours to unlimited hours a week with no breaks and for no pay.

As you can imagine the job candidates, who reportedly believed they were responding to a legitimate job advertisement, go from interested to incredulous.

‘Is that even legal?’ says one candidate.

Another candidate: ‘That’s almost cruel. That’s almost a very, very sick twisted joke.’

Another candidate: ‘That’s inhumane.

Cue tear-jerking music.


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