Have you seen this yet? I know. In a world where social content spreads like herpes in a matter of like nanoseconds or whatever, it’s kind of old news. But what can I say? I’m a mom. I’m always running late.
I just need to talk about it for a minute because I love it, like love love it. Yes, I love it because I’m a mom. See here and here for a few succinctly stated reasons why. But mostly I love it because it’s accurate AF. Not only could every mom I know relate to at least some part of the ad on a real and emotional level, but every woman I know could too. This ad advocates for and helps normalizes an innate aspect of womanhood like a boss. It’s not obscene. It’s not over the top. It just IS. And we need more of it. But as it turns out, we’re not going to get it. This ad, which was supposed to run during the February 9th Oscars, was rejected by ABC for being...wait for it...too graphic.
Insert a battalion of “woman facepalming” emojis.
Right. So here’s the thing. If you can’t handle bruised up tummy rolls, the sight of toilets or the idea of lady hemorrhoids, don’t watch the ad. But if you can’t handle any of these things, then I’m going to so far as to say that you, my friend, can’t handle life. (Also, how do you even go to the bathroom?) Shouldn’t we be able to decide for ourselves whether we want to see or—since we don’t even see much in this TV spot—imagine these things vs. some network overload dictating they’re too lurid for our delicate little minds? ESPECIALLY when this commercial shows nothing that doesn’t happen in real life, no blood or guts or mayhem or drama about it. Just life. And there’s even a baby in it for chrissake. Babies are to commercials what puppies are to women-seeking men. Speaking of men, if this commercial featured a man, it would well...be really weird. But also, sure as the shit in his toilet, we wouldn’t be having this discussion.
So that brings me to the third reason why I love this ad and the brand behind it. It’s a piece of ingenious marketing. Say Frida Mom knew full well that the likelihood of ABC saying, “No way, Jose” was Snoop Dogg level high. Then they also knew that producing it would still be a win for them, which is why they posted the ad on Instagram with this brief yet poignant message:
The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show. It's not “violent, political” or sexual in nature. Our ad is not “religious or lewd” and does not portray “guns or ammunition”. “Feminine hygiene & hemorrhoid relief” are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. Yet it was rejected. And we wonder why new moms feel unprepared. So spray it forward and share this video with every new mom. She deserves to be prepared.
In the era of women fighting the good fight on a daily basis, surely, they knew the ad would get people talking and—even better—get people fired up at ABC’s impossible ignorance, as the people should be. And they’d come out looking like the hero, which they kinda are. Because apparently, we can view guns and blood and violence and death and erectile dysfunction no problem. But mesh panties, obscenely large maxi pads and lady hemorrhoid relief? Absolutely not! To that I simply say, 🖕 🖕 🖕. And let’s be real, any bit of media on the internet that has the word “graphic” or “obscene” attached to it is going to get clicks. So the ad could arguably have achieved better reach because the Oscars didn't air. (Did anybody even watch the Oscars anyway? Just curious.)
And, finally, can I just say this brand is ingenious not only in its marketing, but in its existence? The first time I watched the ad, I had one of those “WhyTF has no one thought of this before?” moments. From the makers of the trusted “snot sucker,” an item with strong mom recognition, comes products every new mom needs but doesn’t always know how to get. Giant diaper pads, mesh undies, peri bottles and the like are usually hospital issued and therefore available in limited quantities. If a new mom wants to procure them on her own, she has to dig into that weird aisle of Walgreens that literally no one wants to dig into...you know the one with the compression socks and the incontinence pads? Yeah. If Frida Mom had been available when I had my babies, well, me and my perineum would have been much, much happier.
So just watch the commercial. Because even as I’m typing this post (at work 🤫) and wanting to bring it up on my screen, I have to admit that I’m just the right amount of embarrassed to not do that. And that just ain’t right.
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