The American Soccer Mom

In 2011, Cuties California Mandarins hosted a contest to find the “Ultimate Soccer Mom.” The public was then to vote for their favorite nominee. This a video submission from Julie Everett, a soccer mom from California.  

Got Milk? “Ultimate Soccer Mom Contest.” The ad reads: “Congratulations to Amy Garff, winner of this year’s got milk? Ultimate Soccer Mom contest. Milk has 9 essential nutrients her soccer-playing kids need. And by drinking plenty herself, Amy can be sure she makes it to every single game. Visit whymilk.com to find out how to ender the next Ultimate Soccer Mom contest.”

Got Milk? “Ultimate Soccer Mom Contest.” The ad reads: “Congratulations to Amy Garff, winner of this year’s got milk? Ultimate Soccer Mom contest. Milk has 9 essential nutrients her soccer-playing kids need. And by drinking plenty herself, Amy can be sure she makes it to every single game. Visit whymilk.com to find out how to ender the next Ultimate Soccer Mom contest.”

May 2010 commercial for Price Chopper, a “proud sponsor of youth soccer and soccer moms everywhere.” This ad promotes the mother’s keen ability to “juggle” family and work, while also making “smart affordable food choices.”

Commercial for Aldi super market featuring a soccer mom and her children shopping for movie snacks. 

Commercial fror the Nissan Quest. This is a clear example of the media depicting motherhood as nothing more than continuous consumption and child care. 

Soccer mom raving about her Chevrolet Traverse. She loves the Traverse because it fits all of the soccer commodity-essentials: camp chairs, umbrellas, benches for the kids, soccer balls, food and drinks. 

Cheetos Soccer Mom Commercial. Example of the upper-middle-class habitus that soccer moms work to sustain via consumption and cultural capital. 

Del Monte Fruit Chillers Commercial. Del Monte is selling the idea that soccer moms can relieve the stress of their hectic lives by appeasing their children with Fruit Chillers ice pops.

Local commercial: DeNooyer Chevrolet Traverse commercial. Soccer moms paint their faces and cheer on the sidelines, showing their unwavering dedication to their children’s activities. 

Chevrolet Traverse “Rainy Day” commercial. Thanks to the Chevy Traverse, soccer moms can entertain their children even on a rainy day.