Companies are constantly in my case about breasts.
As a commercial reporter eight months pregnant, I have been tirelessly approached since I first typed “expect” into a search engine through unnaturally rosy ads about maternity bras, anti-stretch lotions, bottles to support the Tie and support in the care of pillows.
But on Sunday, during NBC prime time, a commercial will be shown at the 78th Golden Globe Awards that offers a more realistic look at parenting. The commercial from parent company Frida shows new mothers engaged in cluster feeding, applying cabbage compresses and, a rarity for national television, exposing breasts that are congested and stretched from efforts to feed their babies.
In his first TV commercial, Frida shows real mothers who take care of their children in order to present the often inconspicuous and painful breastfeeding experience. The commercial with the label “Caring for your breasts, not just your baby” advertises the company’s Frida Mom line with nursing pillows, massage devices, rubbers and other products.
“We agree that the ad may be pushing the envelope, but it’s the context surrounding the graphic that sets this ad apart, and we stand by that,” NBCUniversal said in a statement.
Frida worked with the network on a 30-second edit that blurs or obscures the nipples visible in the original 75-second display – a “pretty robust edit process at NBCU’s insistence,” said Chelsea Hirschhorn, executive director of the company, in one Explanation .
She added that the point of the ad remained intact – “that the physical and emotional breastfeeding journey puts unsurpassed pressure on women to perform, and women should no longer be expected to prioritize milk production over their own physical ailments.”
On YouTube, the original ad, published on February 24th, has already had over 1.4 million views.
The spot was created by advertising agency Mekanism, a San Francisco store that has campaigned for Ben & Jerry’s, HBO, and famously Peloton. Directed by Rachel Morrison, who was the first woman to be nominated for a film Oscar in 2017 for her work on the drama “Mudbound”.
Apr. 28, 2021, 11:14 p.m. ET
Last year Frida produced an ad in which an exhausted new mother in diaper-like underwear trotted into the bathroom after giving birth. The commercial was banned from broadcasting during the Oscars because it was viewed as too graphic, according to the company.
Because pregnant women have purchasing preferences that often span years after their baby is born, they are becoming an extremely desirable demographic for marketers. Janet Vertesi, an associate professor of sociology at Princeton who experimented to hide her pregnancy from internet trackers, estimated in 2014 that the average pregnant woman’s marketing data is worth $ 1.50, while that of a normal person is worth 10 cents . This month, the Huggies diaper brand aired a commercial during the Super Bowl that cost millions of dollars to place.
Many of the ads first parents come across prefer modesty over authenticity. Instagram ads focus more on warm images of cooing babies cuddled by radiant, fully covered mothers, rather than the agony of aggressive feedings and the mess of midnight cleanses.
Separation can leave first-time parents unprepared during a transition period often referred to as the fourth trimester. And during the pandemic, difficulties have worsened for families of the more than 116 million babies estimated to have been born since March.
Recently, there has been more talk about postpartum care (as well as issues such as pregnancy discrimination and career paths for mothers) from brands, service providers, and celebrities like Katy Perry, Ashley Graham, and Chrissy Teigen.
Last week, baby products company Tommee Tippee began running upbeat ads showing a multitude of breastfeeding women amid a montage of fruit, basketballs and other representatives about the “whole new world” of breastfeeding, bottles and normalize pumps for breasts.
The so-called Boob Life campaign is primarily referenced to digital platforms, said Jessica Becker, managing partner at Manifest, the advertising agency behind the effort. It “would not meet US advertising regulations” for a show and was rejected by TV networks in the UK and Australia “because it was classified as” adult content, “” she said in an email.
“The film is meant to celebrate women’s postpartum bodies (something our findings show is a big fight for them) and is in no way sexualized,” added Ms. Becker. “We’re very disappointed that it won’t be on TV.”