- Frida Mom has launched a commercial thought to be the first showing lactating breasts.
- The ad shows the reality of breastfeeding for new moms, including raw nipples and painful clogs.
- It will air during the Golden Globes, a year after a previous ad was banned from the Oscars.
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A female hygiene brand has released a commercial that is thought to be the first to show new moms’ lactating breasts.
Frida Mom’s “Stream of Lactation” advert is part of its new #sprayitforward campaign, which aims to raise awareness around the reality of being a new mother.
“Whether starting or stopping, breastfeeding is an emotional and physical journey full of highs and lows that many new moms are unprepared for,” Frida Mom wrote alongside the video.
It continued: “We’re lifting the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes – from massaging out clogged ducts with an electric toothbrush to slowing the flow with cabbage leaves. Enough is enough. It’s time to care for your breasts, not just your baby.”
The advert shows mothers dealing with raw nipples, struggling to get their baby to latch, and worrying about being a “bad mom” for stopping breastfeeding.
It’s been launched alongside a line of products designed to improve the postpartum breast care experience for women, regardless of whether nursing, pumping, weaning, or not breastfeeding at all.
“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more,” Frida CEO Chelsea Hirschhorn said in a statement sent to Insider.
“The reality is that women are blindsided by the physicality of breastfeeding – raw nipples, uterine contractions, painful clogs – no one tells you that it can be as painful as your vaginal recovery. It’s all part of the postpartum physical experience – but it never gets any air time because the end supposedly justifies the means. The two don’t have to be mutually exclusive.”
A 30-second version of the advert is set to be shown during the Golden Globes on Sunday, Frida and NBC confirmed.
It comes after ABC banned a previous Frida advert -showing a new mom going to the bathroom – from airing during the 2020 Oscars due to being “too graphic with partial nudity,” as Insider’s Eleanor Goldberg reported.
Ann Scheiner, Senior Vice President of Advertising Sales at NBCUniversal said in a statement: “At NBCUniversal, we are passionate about bringing to life authentic portrayals of women and sharing their stories with people around the world. We are committed to using our platform to share ‘HER’ story – the story of so many women – and are proud to spotlight the joys and challenges of motherhood with this groundbreaking new creative from Frida Mom.”
A spokesperson for Frida confirmed that the brand and NBC both know the ad pushes boundaries, but agree it’s important.