Oldest daughter: "Mom, why do you always have to go to work?"	Mom: "It's called food, video, skates..."	Oldest girl: "Can we go to the beach?" Mom: "Not today honey, I've got a meeting with a very important client."

Here is the classic tradeoff. The parent works longer hours away from the family to fulfill her love of her children. This scene, shown to the right, is characteristic of the way the entire first half of the ad was filmed. Notice the social relations depicted in the second frame above, with the babysitter leaning against the wall, listening, but uninvolved, while the baby wanders away from the refrigerator, still undressed. By allowing the mundane to remain mundane, a kind of visible background noise is depicted aimed at signifying everydayness. This advertising style seeks to more effectively hail what Judith Williamson calls the "alreadyness" of everyday life of the demographically appropriate viewer.