Moms are the mother of all marketing tools.

Americans are expected to spend a record $23.6 billion for Mother’s Day this year, so brands are hoping to get a piece of that action next weekend with ads that pluck your heartstrings and tickle your funnybone.

The holiday makes big bucks for Kentucky Fried Chicken, which sees a 40% sales spike each Mother’s Day, and sells 6.5 million pieces of chicken to 380,000 families that Sunday. KFC has even rolled out a free 90-page romance novel starring Colonel Sanders called “Tender Wings of Desire” for moms who love a deep-fried bodice ripper.

Plus, Kraft gives a shout out to the many moms who drop four-letter words in front of their kids with a hilarious how-to video teaching family-friendly swears. And other retailers have rolled out a wave of new commercials. Grab a box of tissues, and see if you buy into this year’s most buzzworthy ads celebrating moms.

KRAFT MAC & CHEESE

Being a mom is a dirty job – and it can give you a dirty mouth. Kraft notes that 74% of mothers admit to swearing in front of their kids, and studies show moms swear more than dads. So the Mac & Cheese maker salutes ladies with salty language by enlisting Melissa Mohr, author of “Holy Sh*t: A Brief History of Swearing,” sharing alternative swears like, “What the frog?!” that you can say around the kids. Plus, Kraft is launching #parentingfail friendly cards online, like one that says, “Mom, No parent is perfect. But you’re the best at trying.” We’ll bite. And they’ve got limited supplies of “Fail-Cancelling Earplugs” to protect children’s ears in case you let a curse slip out.

LYSOL

I am mother; hear me roar. Lysol walks on the wild side with this fun spot that imagines moms as fierce animals protecting their cubs. A she-bear walks her daughter across the street. An elephant stops playground bullies from roughing up her son. And a lioness curls up on the couch with her little one. The idea is that Lysol will fend off the germs, while moms take care of everything else. “Protect like a mother. It’s what you do. It’s what we do,” says the commercial’s tagline.

DOVE

Dove continues its history of embracing diversity by honoring #realmoms in this spot that features a stay-at-home mother, a single mom, a transgender grad student, a cattle rancher, a breakdancer and a tech manager who take different approaches to parenting, but who are all “good moms” regardless.  “You are the only expert in your kid,” says the breakdancer. “There’s so many ways to be a mom,” says a rock-climbing mama. Rock on.

AMERICAN GREETINGS

The card company delicately addresses the many people who have lost their moms in an emotional short showing a young woman getting her first tattoo. The handwritten phrase “keep shining” that gets inked on her inner wrist is something her mother wrote her on an American Greetings card. It’s strongly implied the mom has passed when the woman tells the tattoo artist, “I think she would have liked it.” The ad, which wraps with, “A card is just a card – but in the right moment it means everything,” feels authentic rather than manipulative because the lead performer actually lost her mother a few years ago.

TELEFLORA

The bouquet service reminds us the apple doesn’t really fall far from the tree with this clip that declares, “You are not your mother,” before reminding us that, actually, “You are just like her” in how you’re determined to win, yet patient, graceful and strong. The schmaltzy spot shows moms doing things like playing video games with their kids and arranging bouquets together (hint, hint) before showing sons and daughters’ faces morphing into their mothers’.

SICKKIDS HOSPITAL

This isn’t a commercial brand, but Toronto’s SickKids Hospital’s Mother’s Day PSA must be seen. “SickKids vs. MomStrong” shows five real moms whose children are in the hospital for severe head trauma, cystic fibrosis, cancer and other harrowing health issues. The women break down – lying in a fetal position in bed, throwing a tantrum inside a car, collapsing to the floor in tears while doing laundry. But all five literally and figuratively pick themselves up and put on a brave face for their kids, hugging them and smiling to reassure them everything will be OK.

Being a mother is the toughest job in the world.