Credit: True & Co. Photo: MILF Campaign

It makes total sense that Stifler would have a hand in this bra (ha!) company’s new — and slightly offensive — ad campaign, but thankfully the American Pie character had nothing to do with this one. It’s also not intentionally offensive, since True & Co., the bra company that claims to have a magic algorithm for determining the best bra fit, says that MILF actually stands for Mom I’d Like to Fit.

This Mother’s Day campaign, which you thought couldn’t possibly get any worse, actually does get a tad worse. According to Lingerie Talk, True & Co. is asking for photo submissions of moms deserving of a $100 bra makeover, and customers from now through Mother’s Day will also receive a temporary MILF tattoo with their order.

That’s right, wear your MILF tattoo like a badge of honor that really has nothing to do with any sexual reference, ever. Except... it does. And plenty of commenters on the True & Co. Facebook page remember that 1999 movie that flung that acronym into infamy.

“A MILF contest? Horrible, horrible idea,” One commenter said. “The term itself is sexist and demeaning, the idea of a woman referring to herself that way is both sad and offensive.”

“HUGE advertising FAIL,” said another. “Sorry, but the original meaning of those letters will never change so you might want to think twice on this one.”

We definitely agree this was a huge fail, but we have to admit it got our attention! How do you feel about the MILF ads? Tell us below!

Source: True & Co., Lingerie Talk, Facebook


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