Yoplait wants to help moms who are given unwanted parenting advice by creating a phone line, 1-833-MOM TIPS, for those willing to voice their opinions.

The 30-second spot features a yoplait representative a call-center, talking to the camera about the brand’s initiative. “Here, at yoplait, we are opening our ears to your unsolicited advice, so mom doesn’t have to. Are you a parenting expert on other people’s children? Want to give mom some real-time feedback?” – she asks, while on screen a man having lunch in a park “teaching” a mother how to hold her infant and a woman at an outdoor eating area giving a mother feedback on the behavior of her little son, who’s playing with a toy, are seen. “At yoplait, we’re here for mom with our many delicious yogurts her kids love.” – the woman adds at the end of the commercial, which also features call-center officers trying to give callers some solutions to their issues.

In its sassy “Mom On” campaign, launched in 2017, the yogurt brand was encouraging moms to ignore the haters and keep breastfeeding in public. “The first rule of motherhood is that someone’s always judging.” – this was the idea behind the spots created by agency 72andSunny, and apparently the same idea has been kept in this new spot, which comes to prove, one more time, the brand’s commitment to show moms everywhere support.