Mom jeans — they’re ill-fitting, almost universally-panned as a fashion faux pas, and now they’re part of an online ad campaign urging young people to sign up for insurance under the Affordable Care Act.
Rolled out in a tweet from the Department of Health and Human Services on Wednesday, this ad featuring a pair of rather high-waisted jeans is accompanied by the message “Mom loves her comfy jeans. She also loves it when you have health insurance.” (Via Twitter / @HHSGov)
It was later followed by a Tweet from House Minority Leader Nancy Pelosi, who along with this ad, featuring a tank-topped man with a mom tattoo, writes, “Mom jeans, pant suits, whatever your mom prefers, rest assured she’ll love to see you #getcovered” (Via Twitter / @NancyPelosi)
Moms have been a frequently-invoked theme in the push to get young people signed up for Obamacare prior to the March 31 deadline, when open-enrollment ends and tax penalties begin.
This earlier ad featured a mother attempting to convince her son to sign up for insurance.
Son: “Are you ever going to stop worrying about me?”
Mom: “When you get covered, I will.” (Via HealthCare.gov)
And President Obama himself pushed the angle during this year's State of the Union Address.
“Moms, get on your kids to sign up. Kids, call your mom and walk her through the application. It will give her some peace of mind — plus, she’ll appreciate hearing from you.” (Via CNN)
He writes, “It’s not just ‘mother knows best.’ If not enough younger, healthier people sign up for the new health insurance markets known as ‘exchanges,’ insurance premiums could skyrocket and the system could collapse under the weight of caring for older, generally less healthy Americans.”
Panelist: “Put a hot mom up there who’s in good health.”
Gretchen Carlson: “Oooo. That’s an idea.”
Panelist: “And have her say ‘Hey, do I look good in my jeans? Do you wanna look good and stay healthy? Get health insurance.’”
Gretchen Carlson: “Now that’s a brilliant PR campaign.”
The mom-themed ads will be accompanied by another offbeat ad on TV. It features pets trying to convince their owner to get health insurance.
“Enroll today. That’s what we’re here together to say.” (Via YouTube / Get Covered America)
That ad rolled out on Tuesday.