Local Ad Sparks Outrage With Its Depiction of Moms

By Wendy Widom

CHICAGO (CBS) — A north suburban real estate agency sparked a swift and negative reaction among some parents on social media after publishing an ad in two local newspapers titled “The Secret Life of Moms When the Kids Go BACK TO SCHOOL.”

Created by the Schneider Group of Waukegan, the ad describes “what she is really doing while you are gone all day.”

According to the ad, these activities include dancing around the house in her pajamas, stocking up on “Moms juice” at the grocery store, taking a three-hour nap, and meeting her girlfriend at the mall but saying she was at the gym.

The ad appears in the Northbrook Tower and Glenview Lantern newspapers.

Randi Seiler Marino, a mother of two from Northbrook, saw the ad last night after work and published a photo of it on Facebook. She says the ad reflects “complete ignorance” of how challenging it is to be a stay-at-home mother.

“There is nothing tongue-in-cheek about it,” she says. “They owe an apology to every mother who read it – and their children.”

Marino says she sent the Schneider Group a message via Facebook and has not yet received a response.

Marissa Kaplan, who lives in the northern suburbs, is frustrated with how women are depicted in the ad.

“Regardless of being a stay-at-home mom or a working mom, this ad is beyond offensive and so outdated,” she says. “It is sad that someone thought this would be a smart way to get new clients!”

Other parents see the Schneider Group’s ad as cheeky. “I think it’s funny marketing and doesn’t imply in any way that this is all moms do or negate any of the many things stay-at-home parents do,” says Michael Messinger, a dad of twins.

Mom of two Bridget Schank of Arlington Heights agrees. “It’s just a laugh-out-loud list,” she says. She suggests that readers should “take a second to laugh and move on.”

CBS 2 reached out to the Schneider Group for comment. Matthew Schneider, partner, emailed this statement:

“We deeply apologize to anyone who found the ad offensive in any way. We strive to inform and entertain with our advertisements, however, in this circumstance we failed to do so. The ad was not meant to portray mothers or women in any discriminatory way. Our intention was not to offend anyone, in any shape or form.”

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