This year, in anticipation of one international holiday, American Greetings released the following ad:
[youtube http://www.youtube.com/watch?v=HB3xM93rXbY&w=560&h=315]
The ad captures job interviews for a vague position posted online for a “Director of Operations.” The interviewer for the job explains to applicants that they must be willing to work all hours, every day of the year. He throws out vague descriptions of what will be entailed by the all-encompassing position, and the requirements grow increasingly shocking as the interview progresses. Applicants need a high level of stamina and mobility. Interpersonal skills and negotiation skills will help. Candidates should have skills in finance, culinary arts, and medicine. They must be willing to schedule their own needs — including meals and sleep — around those of their “associate.” The work load will go up on holidays, and there are no vacations. There’s no time for sleep. Applicants grow more and more offended by the job requirements, and when the final bombshell is revealed — that the job pays nothing, they almost can’t believe what they are hearing.
But then the interviewer says that there are actually billions of people who currently hold the position: moms.
The ad honors the tough job of raising children. While it is dedicated to motherhood as the “world’s toughest job,” fathers who remain in their children’s lives certainly share many, if not all of the same jobs and qualities reflected in the video. The ad honors the under-recognized, under-appreciated job which is truly the toughest in the world: parenthood. The ad concludes by urging viewers to make their mom a card for Mother’s Day.
