Socially savvy brands cannot let any holiday go without comment as content, and Mother's Day is one that most understandably has an effort. But what happens when the current era of "strange brand Twitter" crashes into a vacation that is typically hot and unclear as Mother's Day? Apparently you get a uterus full of breakfast.
Today IHOP tweeted a rather bizarre picture of a transverse pile of pancakes that apparently are stacked inside a woman's body and put through ultrasound. Viewers immediately began to express a mix of confusion and disgust in just about every aspect of the image.
"If you have pancakes in your thumb," says the tweet, "makes you a pancake mom mom? Good mother's day for all the mothers out there!"
Tweeten raises so many questions. Just so many. Each one more disturbing than the last. Does this suggest the uterus and stomach are the same? Are they pancakes that are currently leaving the body? But the only question that really matters is: Good God, why?
IHOP may have pulled off an impressive stunt with the supposed rebranding as IHOb, The International House of Burgers, but is the world ready for its attempt to be an IHOBGYN? No, it is not.
While the tweet is not seriously offended by all that many people, an ultrasound image is an emotional thing. It is usually either a source of extreme joy or serious concern.
Some also noted that the image feels particularly difficult to be put up during a highly polarized national debate on state abortion prohibition:
] IHOP is certainly not the first mark to try an ultrasound joke and finds it faced with a particular mixed reception.
Doritos found himself in a similar situation in 2016, when the "Ultrasound" Super Bowl point let some viewers feel the ad's punchline was a little too uneasy to be played for l Aughs.
Adweek has reached out to IHOP for comment on Mother's Day tweet responses, and we will update this article if we hear back.