“Momma’s Gotta Shop” Is Not An Idea, It’s A Customer Insight

Overstock.com is a price play, and we all know how enticing low prices can be. It’s nectar to the price-conscious shopper.

Even so, I find the following commercial off-putting. Take a look:

Momma’s gotta shop. Really?

Well sure, if the family is to be housed, clothed, fed, transported to and fro and so on, then yes, Momma’s gotta shop.

This customer insight — or observation as the case may be — does nothing for the brand. Momma’s gotta shop, and hey ladies check it out, Overstock.com is an online store. Wow, get your credit card out.

To make matters worse (or better, depending on your POV), the Momma in this commercial is a cougar. It seems low prices excite her in more ways than one.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. overblown says:

    Um, criticizing overstock.com is like panning local car dealership spots, no? it’s probably a brand that doesn’t even need a tv campaign.

  2. overblown says:

    also, if she were a cougar, would she shoo the guy away—or woo him into the bed?