New Ad Shows The Reality Of Lactating Breasts And It’s Set To Air During The Golden Globes
InterviewEvery 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.
More info: Frida.com | Facebook | Instagram
This commercial which first depicts real lactating breasts is set to air during Golden Globes 2021
Image credits: Frida Mom
Image credits: Frida Mom
To find out more about the viral “Stream of Lactation” commercial, Bored Panda reached out to Kristin Martinez, PR representative for Frida Mom. Kristin told us that the video is really “a universal depiction of the realities that women and their breasts – breastfeeding or not – go through postpartum.”
“The video features real, postpartum women going through the emotional and physical journey with their own babies. The goal, similar to Frida Mom’s postpartum anthem, is to show that women are not alone in what they are going through and Frida Mom is here to prepare and support them.”
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
It all comes down to the fact that in our society, “mothers are conditioned to focus entirely on the needs of their babies when they’re born,” says Kristin.
“Much of the discussion about breastfeeding has to do with nourishing the baby, rather than making the mother comfortable. And so 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.”
Image credits: Frida Mom
Here is the full video of Frida Mom’s commercial that has been going viral lately
Kristin explained that Frida Mom is essentially “‘un-hacking’ the hacks by creating a line of products that meaningfully improve archaic Youtube solutions and prioritize a woman’s comfort above all else.”
The Frida Mom brand launched in 2019 with its key mission to “address the pain points and realities of parenting,” said Kristin. At the moment, the brand is taking on breast care and “exposing the pain points of breastfeeding, regardless of what stage of that journey women are on whether she’s nursing, pumping, weaning, or choosing to never start at all.”
Frida Mom is a female hygiene brand that aims at debunking common unrealistic myths about motherhood
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.”
And this is what people had to comment about it
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.”
Wow they went full nipple! I like what I'm seeing. I thought nipples were FORBIDDEN in the us of a?
As a European, it feels amazing that this should even be an issue whatsoever ! An add about breastfeeding would pretty much be a non-event around here. And breastfeeding in public spaces equally is nothing to write home about. I suppose it is good if the US public begins to reconcile with their body.
Would it really? I never saw a close up of breastfeeding, neither in RL nor in TV (german)
Load More Replies...So that made me cry, 6.5 years of nursing 4 kids (not concurrently)... Man. Yes cold cabbage leaves are so nice, being engorged is wicked.
Added bonus: "normal" breasts instead of "perfect" ones. I generally dislike how most breasts in tv this last decade fit a certain stereotype. If you watch 80ies movies you find more diverse breasts which will help understand how unique they are.
This is the best commercial ever. We need this. Normalize this!
My daughter used to take 45 min to feed. I got into the habit of having breakfast while feeding her. I still remember putting a serviette on her little head to protect her from falling bread crumbs. She is 10 now and still takes forever to finish her meals :) This ad is perfect and spot on.
The early days takes them forever. I just set up camp on the couch^^
Load More Replies...Every on air "personality" on FOX is going to loose their tiny little minds if this airs. evangelicals across the nation will swoon with fake outrageousness. Frankly, I don't think it will air. I hope it does, but I'm not getting my hopes up.
Hey, I’m an evangelical Christian and I think this is awesome. Don’t lump us all together.
Load More Replies...This a awesome and a huge step for America and their unbelievable fear of *women's* nipples. They are boobs for feeding a child, this makes me incredibly happy and I hope it truly airs.
It's brilliant. Breastfeeding should be normalised because it is the default way to feed a baby.
It is the default, but we should not villify woman who can't.
Load More Replies...I had my first child almost 25 years ago(sweet fancy Moses I'm old ). I had just turned 20 , new nothing about breast feeding. I did everything wrong . I got myself ridiculously engorged . It was the most painful thing next to labor. There isn't much you can do once you're engorged except wait for your baby and your body to use the extra milk. Not only was it agony , but I was literally soaking through every shirt , pad, towel and just miserable. Every time my daughter latched on it felt like somebody was slicing my nipple with a razor. I had blisters . Omg , it was the worst. When I saw the image with the cabbage I can't still feel how comforting that very first touch of coolness and pain relief was. I got to keep them on for 15 minutes, with about 5 minutes of relief. That helped start the engorgement coming down. It was still two more days of agony , AGONY, before I just had to deal with the usual new mom breast feeding pain . I didn't know about Lansinoh until my third child.
Yeah this ought to fire up all the evangelicals. Woo hoo!
Load More Replies...I've been nursing for over 3 years now (with a 4 month break between kids) and YES!! The flat nipple issue, bad latch, etc. I had an easy time with breastfeeding and I still had issues. PSA, if nursing hurts a lot and baby doesn't seem to be able to eat well, LOOK FOR TONGUE TIES! Try to find a doc in your area that is familiar with them. Makes a world of difference.
what do you mean by that? I can guess but I'm not gonna rant as I don't know for sure.
Load More Replies...This is a great ad and I hope it does air! I feel this will help to show that there is nothing sexual about a woman, mother, breastfeeding her baby.
Breasts? Golden Globes?? LOL........I see what you did there!!!!
Nice. I breastfeed two of my three children. The first one had problems at nursingbbecause of his tongue. We got no help, so after two weeks he was bottlefed. Child is okay, but I see a huge difference between it and the other two. I had problems wenn nursing the second one and only the Internet got help. Seeing this add before would have been helpful. ;)
Yes! Both of my kids had tongue ties and it was terrible. My husband was supportive of whatever I wanted but also just wanted the easiest way. I already knew there was lots of misinformation about breastfeeding floating around so ignored most people. The internet was a godsend. I have a tongue tie and needed speech therapy. It would have been nice if it was found as a baby and corrected immediately
Load More Replies...Having a bowel movement is also natural, doesn't mean we should do it in the middle of the store.
Back in 1975 when I had my son, only child my obstetrician made you breast feed, no instructions!!!! The nurse brought my baby and handed him over, and out she went. All of that sucking made my nipples so sore, OMG! No one explained about breaking the suction. Never again.
To think that only 4 years ago everybody lost their mind when Janet Jackson popped a boobie during Superbowl. Pretty soon there'll be boobs on daytime tv, that don't double as buffets ! Yay girlpower ! :D
Janet's nip slip was almost 20 years ago now. It was at the very beginning of the Tivo Era lol
Load More Replies...OMFG, this will bring about the fall of moral majority and western civilization as we know...
I guess in the prudish US you don't get proper advice on such things from a health care system. My wife ate tended a number of sessions before the birth of our children in the UK when this stuff was discussed. It seem to me that much of the advert was using pseudo science to flog items to women who have been convinced they are necessary, much like the diet industry, beauty and makeup industries.
Are the vibrator ads still on air? I have Roku now so no live commercials. But those ones started airing but they didn't show the vibrator.
Oh you poor soul. The half of the human world population does own nipples. And there are fluids leaking. Named milk. Its nothing special. Its normal. Edit: I meant boobs. ;) Men have nipples too, youre absolutely right.
Load More Replies...Wow they went full nipple! I like what I'm seeing. I thought nipples were FORBIDDEN in the us of a?
As a European, it feels amazing that this should even be an issue whatsoever ! An add about breastfeeding would pretty much be a non-event around here. And breastfeeding in public spaces equally is nothing to write home about. I suppose it is good if the US public begins to reconcile with their body.
Would it really? I never saw a close up of breastfeeding, neither in RL nor in TV (german)
Load More Replies...So that made me cry, 6.5 years of nursing 4 kids (not concurrently)... Man. Yes cold cabbage leaves are so nice, being engorged is wicked.
Added bonus: "normal" breasts instead of "perfect" ones. I generally dislike how most breasts in tv this last decade fit a certain stereotype. If you watch 80ies movies you find more diverse breasts which will help understand how unique they are.
This is the best commercial ever. We need this. Normalize this!
My daughter used to take 45 min to feed. I got into the habit of having breakfast while feeding her. I still remember putting a serviette on her little head to protect her from falling bread crumbs. She is 10 now and still takes forever to finish her meals :) This ad is perfect and spot on.
The early days takes them forever. I just set up camp on the couch^^
Load More Replies...Every on air "personality" on FOX is going to loose their tiny little minds if this airs. evangelicals across the nation will swoon with fake outrageousness. Frankly, I don't think it will air. I hope it does, but I'm not getting my hopes up.
Hey, I’m an evangelical Christian and I think this is awesome. Don’t lump us all together.
Load More Replies...This a awesome and a huge step for America and their unbelievable fear of *women's* nipples. They are boobs for feeding a child, this makes me incredibly happy and I hope it truly airs.
It's brilliant. Breastfeeding should be normalised because it is the default way to feed a baby.
It is the default, but we should not villify woman who can't.
Load More Replies...I had my first child almost 25 years ago(sweet fancy Moses I'm old ). I had just turned 20 , new nothing about breast feeding. I did everything wrong . I got myself ridiculously engorged . It was the most painful thing next to labor. There isn't much you can do once you're engorged except wait for your baby and your body to use the extra milk. Not only was it agony , but I was literally soaking through every shirt , pad, towel and just miserable. Every time my daughter latched on it felt like somebody was slicing my nipple with a razor. I had blisters . Omg , it was the worst. When I saw the image with the cabbage I can't still feel how comforting that very first touch of coolness and pain relief was. I got to keep them on for 15 minutes, with about 5 minutes of relief. That helped start the engorgement coming down. It was still two more days of agony , AGONY, before I just had to deal with the usual new mom breast feeding pain . I didn't know about Lansinoh until my third child.
Yeah this ought to fire up all the evangelicals. Woo hoo!
Load More Replies...I've been nursing for over 3 years now (with a 4 month break between kids) and YES!! The flat nipple issue, bad latch, etc. I had an easy time with breastfeeding and I still had issues. PSA, if nursing hurts a lot and baby doesn't seem to be able to eat well, LOOK FOR TONGUE TIES! Try to find a doc in your area that is familiar with them. Makes a world of difference.
what do you mean by that? I can guess but I'm not gonna rant as I don't know for sure.
Load More Replies...This is a great ad and I hope it does air! I feel this will help to show that there is nothing sexual about a woman, mother, breastfeeding her baby.
Breasts? Golden Globes?? LOL........I see what you did there!!!!
Nice. I breastfeed two of my three children. The first one had problems at nursingbbecause of his tongue. We got no help, so after two weeks he was bottlefed. Child is okay, but I see a huge difference between it and the other two. I had problems wenn nursing the second one and only the Internet got help. Seeing this add before would have been helpful. ;)
Yes! Both of my kids had tongue ties and it was terrible. My husband was supportive of whatever I wanted but also just wanted the easiest way. I already knew there was lots of misinformation about breastfeeding floating around so ignored most people. The internet was a godsend. I have a tongue tie and needed speech therapy. It would have been nice if it was found as a baby and corrected immediately
Load More Replies...Having a bowel movement is also natural, doesn't mean we should do it in the middle of the store.
Back in 1975 when I had my son, only child my obstetrician made you breast feed, no instructions!!!! The nurse brought my baby and handed him over, and out she went. All of that sucking made my nipples so sore, OMG! No one explained about breaking the suction. Never again.
To think that only 4 years ago everybody lost their mind when Janet Jackson popped a boobie during Superbowl. Pretty soon there'll be boobs on daytime tv, that don't double as buffets ! Yay girlpower ! :D
Janet's nip slip was almost 20 years ago now. It was at the very beginning of the Tivo Era lol
Load More Replies...OMFG, this will bring about the fall of moral majority and western civilization as we know...
I guess in the prudish US you don't get proper advice on such things from a health care system. My wife ate tended a number of sessions before the birth of our children in the UK when this stuff was discussed. It seem to me that much of the advert was using pseudo science to flog items to women who have been convinced they are necessary, much like the diet industry, beauty and makeup industries.
Are the vibrator ads still on air? I have Roku now so no live commercials. But those ones started airing but they didn't show the vibrator.
Oh you poor soul. The half of the human world population does own nipples. And there are fluids leaking. Named milk. Its nothing special. Its normal. Edit: I meant boobs. ;) Men have nipples too, youre absolutely right.
Load More Replies...
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