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Four years ago, American Greetings had an enormous hit with “World’s Toughest Job,” an irresistible piece of prankvertising that had a tearjerker ending—a combination that sent it into the viral stratosphere.
In the four-minute spot, from MullenLowe, the brand duped 24 people on camera (and many millions of viewers at home) by putting a job posting out for a “director of operations” position, with a seemingly impossible list of job requirements. As it turns out, the job description was for a mom, highlighting how important mothers are and how much they do to take care of their loved ones.
It
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