Carhartt’s Mother’s Day Ad Is Shattering All the Stereotypes

Sara Murphy
Photo: Carhartt, Inc
Photo: Carhartt, Inc

Mother’s Day may traditionally conjure images of flowers, handmade kids’ cards, and breakfast in bed — all good things, to be sure — but American workwear brand Carhartt, Inc. is flipping the script this holiday season by putting the focus squarely on hard-working women who labor both in and out of the home.

For their new “All Hail the Carhartt Woman” campaign, which launched Monday, Carhartt has produced a moving one-minute film honoring hard-working American women, from iconic historical figures like Rosie the Riveter to modern-day moms who are also mechanics, builders, teachers, and more. “The industrious, entrepreneurial women we feature in this film are the embodiment of hard work,” Carhartt senior vice president of marketing Tony Ambroza said via press release.

“We made this commercial because, at Carhartt, we’re inspired by strong women every day — from the women who work at our Kentucky and Tennessee facilities to the women who wear our jackets and bibs on the farms, ranches, and high rises of America,” added their vice president of brand creative, Brian Bennett.

The film, which features Alicia George, a founder and owner of Motor City Blight Busters Inc. and Motor City Java House, and Adrienne Bennett, the president and CEO of Detroit-based Benkari Mechanical LLC, who also happens to be the first and only female master plumber and plumbing contractor in the state of Michigan as well as the first African-American female master plumber and plumbing contractor in the country, begins with an homage to Rosie the Riveter.

“My teacher said she could build or fix anything. They said she could take on the world,” a child’s voice is heard saying over footage of the famous 1940s figure. “She reminds me of you, Mom. You’re not afraid of anything.”

Carthartt unveiled the commercial, which will air nationally on HGTV, the DIY Network, and USA through May 14, across its social media channels on Tuesday, and the positive comments began to pour in immediately.

“You just keep killing it with the marketing. Literally making it priority to purchase your products these days,” posted one Instagram commenter. “Way to go @carhartt and way to represent women,” added someone else. “Makes me tear up,” another simply wrote. Still more fans of the brand’s mom-positive statement shared their appreciation on Twitter, responding to the ad with heartfelt thanks.

Now this is how you talk about women who work.

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