• by Aaron Baar , May 5, 2016

Mother’s Day is intended to be a celebration of a mother’s love, warmth and generosity, in which she should be able to do whatever she pleases. Even if that means embarrassing her kids.

In honor of Mother's Day, Cricket Wireless wants moms to be a part of the picture — literally — releasing a social campaign showing moms going to great lengths to be a part of their kids’ selfies. The company is calling it “Photomombing.”

“We were looking at the current trends and how we can apply them … to launch a campaign specific to Mother’s Day that connected with kids and moms,” Nick Bianchi director of corporate communications, tells Marketing Daily. “This is a way to get moms involved with the selfie craze and the photobombing craze.”

ln the two-minute video, moms are seen launching themselves behind their kids’ soccer team photos, creeping under dressing room doors and Cosplaying all for a chance to be in their kids’ selfies. “I get it,” these moms say to the camera. “I’m not cool enough to be in your ‘Instant-gram’ pics or your ‘SnapShots.’ I flippin’ made you. So forget it.” In their over-the-top commentary, the moms talk about the sacrifices they’ve made and how their children shouldn’t resist their efforts to be in the picture. “Remember Facebook? Fine. We ruined that for you,” they say. “It’s time for us to act. That is why I’m going to Photomomb the fu..n out of every selfie.” They encourage other moms to do the same “in solidarity with the cause.”

“Our tagline is ‘Something to smile about,’ and our teams like to deliver on that promise,” Bianchi says. “The feedback from moms and kids alike has been really positive. We think this is something that is really connecting with them.”

The video has been running on Cricket’s social channels in the week leading up to Mother’s Day. The company has also released a behind-the-scenes video and will also release a “training video” for moms to join the cause on Mother’s Day, encouraging moms to invade their kids’ photos and tag them with #photomomb.