Hallmark's Mother's Day Ads Are Shockingly Edgy. Just Kidding, They're Really, Really Sappy

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Adland's trend toward weepy gratitude continues, just in time for Mother's Day, as Hallmark rolls out a series of videos from Leo Burnett in which people express love and appreciation for their moms.

The ads are part of the brand's "Put Your Heart to Paper" campaign. Hallmark encourages its subjects—who are unaware their moms are watching in another room and will soon join them on camera—to express their deeper feelings beyond predictable phrases like "Thank you" and "I love you."

This elicits some heartfelt, even impassioned responses.

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