How Do These 'MILF' Bra Ads Make You FEEL?

(True & Co.)

Today is misguided attempts at puns: Online bra purveyor True & Co. — whose Netflix-like cleavage algorithm is designed to make in-store fittings a thing of the past — launched their "Are You a MILF?" campaign. Just in time for Mother's Day! (?)


In this case, MILF stands for "Mom I'd Like to Fit." See what they did there? The ads are meant to “celebrate the moms in our lives” (by assigning them an acronym from American Pie), and as part of the promotion, customers are encouraged to submit photos of their moms for the brand's Facebook MILF gallery. ("MILF gallery")


From now until Mother's Day, everyone who orders from True & Co. will also receive a temporary MILF tattoo. But is your love for your mother temporary? No. It's not. You may as well go all the way and spring for some permanent MILF ink — perhaps surprise her with a trip to the tattoo parlor after Mother's Day brunch? Then upload the "after" photos to True & Co.'s MILF gallery. Together.
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