Ziploc has announced a new advertising campaign in support of the debut of a new product design innovation: Easy Open Tabs. Now Ziploc bags are easier to use than ever before, even in the stickiest of situations. 

The advertising campaign, created in collaboration with creative agency Energy BBDO, puts the new product to the test among some of the brand’s most loyal and rugged users, moms. “Tough Mother” shows real life mothers traversing a custom created hyperbolic obstacle course representing some of the most strenuous hurdles that moms face every day, with the help of new Ziploc bags with Easy Open Tabs. From opening a bag of leftovers with slippery hands, to opening and passing back snacks in the car with a single hand and eyes on the road, Ziploc withstands the many tests of mom’s busy day, and enables her to triumph over the chaos of her day just a little bit easier. 

In addition, the brand has partnered with one of the most challenging events around— Tough Mudder—in honor of moms who are taking on a new challenge and proving what they’re capable of.