It's never good to get your target demographic really mad at you. Johnson & Johnson managed to do exactly that with a recent on-line commercial for its Motrin pain reliever. In the ad, a "mom" talks about how much carrying her baby around is hurting her neck, shoulders and back. It starts with "Wearing your baby seems to be in fashion. I mean in theory, it's a great idea ... " But then the voice over says she cries more than moms that don't carry their baby around "hands free." It's worth it though, because when people see her with her little bundle of pain, she says,"it totally makes me look like an official mom." The reaction from parenting groups was quick, and the ad was pulled just days after launch. Because of long lead times for print publications, however, it will be around to haunt Motrin for a while.