American Greetings - World’s Toughest Job

This Mother’s Day, on behalf of hardworking, multifaceted moms everywhere and American Greetings (a company built on meaningful connections), Mullen Lowe US set out to properly honor their important role by getting people to see Mom in a different light. So to get to that truth, we told a lie. We created a fake job description based on everything moms do and placed ads for it online and in newspapers. Then we interviewed real people. The result was a video embraced by over 17 million YouTube viewers, who