Each episode features life in the trenches of motherhood with a funny take on the Mommy Life from two real moms who riff on everything from career to husbands to disciplining kids, along with straight on camera discussion of the daily issues, challenges, and joys of motherhood. Real life from real moms.
A web "reality series" called Mom Life launched this week. It's sponsored by S.C. Johnson and by Kraft. As nearly as I can see, it consists of 4 minute episodes in which Jen and Barb interview an expert on matters useful to a homemaker with shots of household life thrown in for good measure.
Here's how they describe the show online.
I am not the intended viewer. And these are early days. And there are moments (see "inspire me") where the enterprise appears to take on bigger issues. Still, it's hard to see what the sponsors are getting for their money.
The migration of marketing on line opens up breathtaking vistas. But mom life is inert. There isn't anything charismatic or especially winning about Jen and Barb. There's nothing imaginative or creative about form or content. There's no evidence of cocreation. Those of us do household ethnographies know how much talent there is present in "mom life." Couldn't some of this be tapped. But no, nothing effervesces. At some point, you find yourself wondering whether someone decided to put Sam Mendes' vision of middle class life online, minus the tragedy and recrimination, of course.
To put this is the language of marketing, it's very hard to see that there are any meaning being made. I mean that's what sponsors normally get for their money: meanings. The brand is augmented. The consumer comes to understand something about the what, the how, the tone, the character, the cultural resonance of the brand. But here the brand seems merely to be standing awkwardly by as Jen and Barb demonstrate that journalism should probably be left to the professionals.
See the site here
Wong, Elaine. 2009. Kraft, S.C. Johnson Sponsor 'Mom Life" Web Series. BrandWeek. January 29, 2009.
Thanks to Paul Snyderman for the head's up.