Don't forget Mother's Day. Or as they call it in Beverly Hills, Dad's Third Wife Day.

In this quote, Jay Leno humorously critiques the commercialized and sometimes superficial nature of Mother's Day, particularly in places like Beverly Hills. By saying, "Or as they call it in Beverly Hills, Dad's Third Wife Day," Leno implies that, in wealthy or high society areas, the holiday may be more about superficial relationships and gifts than genuine appreciation for mothers. The joke plays on the idea that, in such communities, divorce and remarriage might be so common that Mother's Day becomes a more superficial celebration, perhaps celebrating the stepmother rather than a biological mother.

The humor in Leno’s statement lies in its irony and exaggeration, as it suggests that the commercialization of holidays like Mother's Day in affluent places has led to a shift in focus, where multiple marriages and complex family dynamics alter the traditional meaning. Instead of honoring a single, long-standing mother figure, the holiday might be seen as an opportunity to celebrate new or temporary maternal figures—like the third wife—in a family.

Leno’s comment is also a playful critique of society, particularly the way wealthy areas like Beverly Hills are often portrayed in popular culture as centers of excess and superficiality. The joke highlights how materialism and multiple marriages might affect the way traditional holidays are observed, with a focus on appearances rather than genuine familial bonds.

Ultimately, Leno’s quote is a satirical commentary on how commercialism, divorce, and remarriage in affluent areas can change the nature of traditional celebrations like Mother's Day. By using humor and exaggeration, Leno sheds light on the sometimes absurd dynamics of holiday observance in a wealthy, high-society setting.