The First Ad To Show Lactating Breasts Is Set To Air During The Golden Globes And It’s Crazy How Normal Can Be ‘Controversial’

Every year, companies spend millions on thirty-second commercials to be aired during the Oscars and Golden Globes, where everyone is glued to their screens. But ABC, the Oscars’ host network, banned Frida Mom’s raw ad last year which featured a mother using the bathroom in visible pain after giving birth.

This year, the female hygiene brand is back with a new un-airbrushed commercial that’s set to be aired during the Golden Globes. And Frida Mom pushed it a step forward yet again by showing what’s thought to be the first depiction of real moms’ lactating breasts.

The “Stream of Lactation” is a genuine and graphic clip that reveals the daily struggles of being a new mom. “Enough is enough. It’s time to care for your breasts, not just your baby—with Frida Mom,” announces the slogan and it truly sounds like a breath of fresh air in a society where motherhood is represented as something sterile and needlessly polished.

Let’s see the video below and let us know your impressions in the comment section.

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This commercial which first depicts real lactating breasts is set to air during Golden Globes 2021

Image credits: Frida Mom

Image credits: Frida Mom

The viral commercial was created to promote Frida Mom’s new Breast Care line which aims at helping new moms with breastfeeding problems. The whole product line features an adjustable nursing pillow, lactation massager, a breast warmer, breast masks for lactation, engorgement and hydration, postpartum lactation gummies, and a breast self-care kit.

Image credits: Frida Mom

Image credits: Frida Mom

And the key message of the commercial offers a fresh perspective on motherhood. By putting mom and her health before milk, it debunks the expectation that women should prioritize milk-making and breast-feeding over their own well-being. But such an expectation is not only harmful to a mother who’s expected to produce milk for six months and even more, it’s deeply unethical.

Moreover, producing milk is often portrayed as a given in our society without giving a second thought to a very delicate time in a woman’s life which brings both physical and emotional challenges. And they are far from comfortable and pretty.

Image credits: Frida Mom

Image credits: Frida Mom

According to Chelsea Hirschorn, the CEO of Frida Mom, the reality of producing milk is much more harsh than we’d like to think.

“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.”

Image credits: Frida Mom

Here is the full video of Frida Mom’s commercial that has been going viral lately

Meanwhile, Senior Vice President of Advertising Sales at NBCUniversal Ann Scheiner 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.”

Frida Mom is a female hygiene brand that aims at debunking common unrealistic myths about motherhood

Image credits: Frida Mom

According to the official statement released along the video, “Whether starting or stopping, breastfeeding is an emotional and physical journey full of highs and lows that many new moms are unprepared for.”

The female hygiene company is hoping the “Stream of Lactation” will lift the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes.” And it’s not just lactating breasts, it’s also about “massaging out clogged ducts with an electric toothbrush to slow the flow with cabbage leaves.”

But Frida Mom makes a strong statement that “Enough is enough. It’s time to care for your breasts, not just your baby,” which strongly stands out from the usual approach to motherhood which often turns its back on the mother herself.

And this is what people had to comment about it

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