You Won’t Be Able To Watch MILF Clips On Xhamster On Mother’s Day.

The people at Xhamster have decided that this Mother’s day, all your focus should be on your mother.

In a Mother’s Day stunt called #MomsBeforeMILFs, porn site xHamster on Sunday will block off the videos in the adult video world’s most popular category—MILF clips—and instead show users a pop-up alert saying, ““It’s Mother’s Day! Go call your mom, ok? MILFs can wait.”

This is just a hilarious way to connect with our users and surprise them when they least expect it,” says Alex Hawkins, vp of xHamster. “It’s so contradictory for an adult site to promote this message on Mother’s Day, and we are sure our users will love it as much as we do.”

The idea was developed by a creative collective led by Spanish ad veteran Pancho Cassis, the former LOLA MullenLowe executive creative director who was named to Adweek’s Creative 100 in 2018 and is known for attention-grabbing campaigns like Burger King’s Scary Clown Night. Cassis recently left the agency and has not yet formally announced his next role or business, though the xHamster campaign hints that he’s certainly going to keep producing eye-opening campaigns.