A group of moms are speaking out against a new Pop Tarts commercial that uses a ‘double entendre’ that they feel is inappropriate and unnecessary.
One Million Moms is no stranger to controversy, and their latest crusade is against Pop Tarts for a recent commercial that they claim is not appropriate for children. In the commercial, a mother Pop Tart and father Pop Tart are looking at their newborn Pop Tart baby in the hospital as they note to each other that it has one’s “peanut butter” and the other’s “jelly.”
Suddenly, the nurse walks in and says to the newborn, “Time for a feeding,” to which one Pop Tart parent responds, “No! Ah, jam it!”
One Million Moms claims that the commercial’s use of the phrase “jam it” implies the use of a curse word and is therefore inappropriate.
“Kellogg's new Pop Tart commercial includes a double entendre that is inappropriate and unnecessary. Foul language or the implication of it is not needed in this commercial, but that is exactly what Kellogg's intended with their play on words,” the group wrote in their campaign. “Kellogg's executives apparently don't care about what children hear as long as it puts money in their pockets. Everyone knows kids repeat what they hear. This is weak marketing, and Kellogg's should have the corporate responsibility to not use an age old euphemism that offends families.”
While the campaign appears to have some support, others think the group is overreacting.
“With this latest campaign, Kellogg's joins fellow consumer package goods corporations Kraft and Nabisco along with major network NBC, ABC, CBS, FOX and fellow cable networks the Disney Channel, The Cartoon Network and Hub Network as well KMart, JC Penney, Macy's, Kohls, Toys 'R' Us and Walt Disney World, who all wish that One Million Moms would shut their jam mouths,” Edge Media Network’s Bobby Maguire wrote, according to Christian Today.
One Million Moms is asking supporters to call Kellogg’s and demand that the company either remove the last line of the commercial or remove the commercial altogether.
Take a look at the controversial ad below.