For Mother’s Day, snack manufacturing giant Nabisco chose a drag queen to promote its popular Chips Ahoy! cookies via social media.

In the 46-second Twitter commercial, Jose Cancel, who goes by the drag name Vanessa Vanjie Mateo, tells viewers to buy Chips Ahoy! cookies to celebrate Mother’s Day not just with your “real mama” but also with “your drag mama,” because “it’s their day today” too.

Cancel has previously been a contestant on Ru Paul’s Drag Race.

Nabisco’s troubling decision to enter the world of liberal social justice concerns as a means to increase cookie sales contrasts with their competitor, Keebler, whose cute little elves continue to promote their chocolate chip cookies to children.

“Yall know what we’re celebrating today? Mother’s Day,” begins Cancel, with packages of Chips Ahoy! arrayed around him. “And what’s a sweet gesture for you to do to your mama? — Your real mama, your drag mama, whichever mama, somebody, whoever take care of you, whoever you feel or consider your mama—it’s their day today.”

“Get those cookies,” Cancel continues to ramble. “It’s Mother’s Day. It’s time to celebrate. Love. All that. Cookies. Get ‘em, and if you don’t, how you gonna celebrate Mother’s Day?”

‘It’s the new chocolates,” declares Cancel, ending with a cat-like, “Neeow. ”

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