The typically wholesome Kraft brand has taken an innovative approach to upcoming Mother’s Day in the US, unveiling an ad with a slightly twisted mother who cusses throughout.

The ad stars Melissa Mohr, author of the book Holy Shit: A Brief History Of Swearing and opens with the line: “A recent study by Kraft Mac and Cheese revealed that 74 per cent of moms have sworn in front of their children. If you’re one of the 26 per cent who say they’ve never sworn in front of their kids then you’re full of shit.”

Check out the hilarious ad below:

Throughout the ad, Mohr offers alternative, safer options for mums who really want to unload on their misbehaving little brats. Sure, cussing in front of the little blighters ain’t that PC, but then again, serving them Kraft Mac & Cheese probably isn’t either. But then again, what the f@ck do we know?