Pharmaceutical company Motrin made a huge faux pas recently. The company released an advert aimed at why moms need painkillers or pain relief through medication. Unfortunately, the way they went about it only served to alienate the very audience they were after. They’re not alone – many companies make this mistake. And with the power of social media to make the mistake a hugely costly one, Motrin could be in for a very long brand reparation campaign. Yet is it all Motrin’s fault or does the blame lie with the agency they employed? When does recommendation stop and responsibility begin?