In the Internet age, our relationship with ads has gotten a little…well, weird. Traditional television commercials still exist, of course, but it feels like their quality has been circling the drain for a while. (Looking at you, Super Bowl LX.) Truly clever or emotionally moving ads feel rarer and rarer.
And yet, here we are, witnessing people cry real tears over an advertising idea. Not an actual advertisement, mind you—just a verbal description of a hypothetical commercial. It starts with a mom named Kelsey Pomeroy stepping on a piece of Pirate’s Booty at Target and ends with thousands of people needing a moment to collect themselves.
From the get-go, Pomeroy could barely keep it together as she shared the Pirate’s Booty ad idea that hit her while she was shopping.
“I have the best ad idea for Pirate’s Booty,” she said, wiping her eyes, “’cause I just lived it.”
She explained that she was shopping by herself at Target while her kids were in school when she heard a crunch. “I looked down and I’d stepped on a piece of Pirate’s Booty,” she said. “And I immediately get emotional because every mom knows what that means.”
(If you’re not a mom or don’t know what that means, a dropped piece of booty likely means a mom had been giving her little one Pirate’s Booty to keep them occupied while she shopped.)
“So here’s the ad,” Pomeroy continued. “A mom is shopping in a store, and she steps on a piece of Pirate’s Booty that’s been dropped. And immediately, she’s kind of emotional, and she has these flashbacks of pushing her little toddler or younger preschooler in the cart at the store, entertaining them and trying to distract them with the Pirate’s Booty to just bargain for one more aisle. It flashes back to the present and the screen widens a little bit, and you can see that she’s with the older version of her kid. He’s in some sort of sports gear, right? And he’s like, ‘Hey Mom, we needed to get some snacks for the game,’ and she goes over and she picks up a box of Pirate’s Booty, and she puts it in the cart.”
“On the way out of the store with her older son,” Pomeroy continued, “she passes the mom who’s got the toddler and the Pirate’s Booty in the cart. And they just kind of lock eyes with each other. And it says something like, ‘Pirate’s Booty: with you for every version of them’ or something.”
Then she lost it again, saying, “I just can’t.”
Yeah, nobody can, apparently. The comments are filled with people’s lip-quivers and full-on tears:
“Did not expect to cry about @piratesbooty today but it was worth it 😭 I see my son in that sports gear! Can’t wait to watch the actual ad one day 👏”
“Before watching: why is she crying over a hypothetical ad for a pirates booty?? After watching: WE BOTH CRYING OVER THIS HYPOTHETICAL AD NOW😭😭😭😭😭😭”
“Sobbing thinking of how my 3 year old won’t call it ‘booty pirates’ forever 🥲🥲🥲”
“Husband- ‘why are you crying’
‘Someone on the internet had an idea about pirates booty.’ 😭😭”
“I’m too pregnant to hear this 🥲.”
“Hi. Don’t have children and I’m crying. 😭”
“I’m crying. I’m in the teenager stage and toddler stage of parenting. It hits hard.”
“So we’re all collectively crying about pirates booty now, right?”
Even the Pirate’s Booty account responded, “I think I got some sand in my eyes 🥲.”
People are clamoring for Pirate’s Booty to make the ad a reality and pay Pomeroy for her clearly effective idea. Target thought it was a great idea, too.
What hits home about this ad concept is that it’s so very real. Pirate’s Booty is beloved by kids of all ages. Moms are well aware of this. So it’s perfectly natural to tie the product to the emotional experience of watching your kids grow. Tapping into a flashback or time-jump moment that moms experience is a powerful and brilliant way of showcasing the product. It doesn’t feel forced. We’d all know it’s an ad, but people appreciate ads that reflect our lived reality.
For moms, feeling wistful about time going too fast with our kids is real. The fact that Pirate’s Booty spans all ages is real. (My kids are young adults and still love it.) Everything Pomeroy described feels real. And now the brand has people begging them to make this ad. How often does that happen?
Do the right thing, Pirate’s Booty. Bring this heart-tugging ad to life—the idea quite literally fell at your feet like a dropped snack.
You can follow Kelsey Pomeroy on Instagram for more.
