Moms Explore the Guilt, Fear and Joys of Parenting in Ads for Jessica Alba’s Honest Co.

Candid talks with no product in sight

"What do 30 moms who have never met have in common? Everything."

Eco-friendly family product brand Honest Company brought together 30 moms for some open conversation about motherhood. The group was comprised of diverse (in race and sexuality, but maybe less so in age) moms who were—until that day—strangers. The topics for their discussion included balance, guilt, expectations, breastfeeding, partners, single motherhood and more.

Co-founded by actress Jessica Alba, Honest is a direct-to-consumer company that creates everything from lotions and shampoos to diapers and bathroom spray. Alba was inspired to create the company after having allergic reactions to popular household products during her first pregnancy, and she has since parlayed her dream of a natural product line into a billion-dollar enterprise. 

Created with content studio Influence, Honest Company's videos attempt to spark more discussion among moms online by using the hashtag #YouGotThis, which might not have been the most strategically focused decision. #YouGotThis has grown to be a bit of a tired expression and is also frequently used in fitness circles. A cursory search on Twitter finds #yougotthis tagged onto well wishes to test takers and the Dallas Cowboys and marathon runners, which might dilute Honest's messaging impact a bit.

But I applaud the desire to showcase some moms and honest conversation, especially in light of the fact that nonproduct-centric films like these, largely pioneered by Dove and Pantene, are also quite effective in increasing sales.

Honest's moms have camaraderie that's sweet and inspirational without being cloying.

"I grew up with this idea that I was going to be a perfect mom," notes one. "Now that I am a mom, I realize there is no such thing as a perfect mom."

"The truth is, most of us are REALLY good moms."