Bra Company’s ‘MILF’ Ad Campaign Seems Like a Pretty Bad Idea

There are bad advertising campaigns, and then there are bad advertising campaigns. With “Are You a MILF?” True & Co., the online bra company with the magical algorithm that’s supposed to make in-store bra fitting a thing of our shameful, barbarous past, has probably launched a campaign that’s just a misguided exercise in punning, and, really, who doesn’t appreciate a good pun, hmm?

MILF, in this instance, means “Mom I’d Like to Fit,” and True & Co. launched what is probably a star-crossed campaign as part of its Mother’s Day. “Are You a MILF?” is meant to, according to the company, “celebrate the moms in our lives,” but the fun doesn’t stop at merely repurposing an acronym made famous in American Pie. According the Lingerie Talk, True & Co. has managed to add another creepy component to the MILF promotion:

Readers are encouraged to submit photos of their moms to be included in True’s online MILF Gallery. Entries will be included in a Mother’s Day contest, with the top prize being a $100 gift card for a bra make-over.

Customers will also receive temporary MILF tattoos (above) with each sales order until Mother’s Day.

Anyone at True who actually repeated the phrase “online MILF gallery” outloud in a meeting room should have raised a hand and pointed out to the ad team that, um, maybe this idea wasn’t so great after all. Then again, what sort of mom doesn’t want a free MILF tattoo for Mother’s Day?