Blogging moms weren't amused by the above ad, posted on Motrin's Web site on Saturday. AdAge, which has the original read-aloud video form of the ad and explains it was "was an attempt to connect with moms through the common experience (and pain) of carrying a child. But the implication felt by some of the campaign's more vocal critics was that moms wear their babies as fashion accessories, or because it 'totally makes me look like an official mom.'" The backlash came quickly: After Jessica Gottlieb got a tweet about the advertisement, she was "furious and I asked the other mommies on Twitter to talk about why they'd never again use Motrin." It was the most Tweeted subject on Twitter by Saturday evening. Skimbaco Lifestyle compiled all the tweets into a YouTube video. Motherlode writes, "By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn't know a lot about Twitter and didn't seem to have a clue that there was so much anger piling up online."

Motrin has pulled the ad and posted an apology; Jessica Gottlieb writes about what they could have done instead, including a response on Twitter, and sums it up with "Never before in history have mothers been so cruelly picked apart. Never before has every choice we've made been questioned, held up to ridicule and mocked. We're not a humorless bunch, but infancy is off limits."

Crunchy Domestic Goddess rounds up the many tech, marketing, and social media blogs that covered the response to the Motrin ad, and writes, "Whether you thought the Motrin ad was off the mark or not, I think it's safe to say that what happened on Twitter on Nov. 15 and 16 was unprecedented. A group of moms who were collectively offended by a condescending, patronizing and poorly thought out ad that made false statements about babywearing banded together in a very short amount of time resulting in Motrin pulling their ad and issuing an apology."

Logic+Emotion writes that the entire phenomenon "presents an interesting dilemma for brands using Twitter, which is how to leverage the presence in a communications crisis," and says other organizations should learn from Motrin and "Think Like A Blogger, Tweeter, Community & Citizen Journalist." And Social Hallucinations says, "This an example and good lesson for all brands that it is getting harder and harder for brands to get away with reckless decisions that consumers don't approve. Such powerful consumer's response can be started by anyone."