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It's not really grilling season yet. But Kingsford Charcoal wants to push the traditional beginning of summer up a few weeks—to Mother's Day.
The spot below, from DDB San Francisco, paints a gloomy portrait of the traditional Mother's Day experience—i.e., getting dressed up in awful clothes, then fighting traffic to get to a restaurant where you eat food you don't like. Most of the spot has a father talking wearily to his son, giving him a play by play of the drudgery to come.
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