Please note, this video contains images of women breastfeeding their children.
After their ad was banned from the Oscars in 2020, Frida Mom is back with a new commercial that will air during the Golden Globe awards. The previous ad that got the ax showed a new mom going to the bathroom as was considered “too graphic with partial nudity” to show on primetime TV. This time, the commercial from the brand for all things postpartum is groundbreaking because it shows real moms breastfeeding their real babies and the messy, complicated things that can go along with feeding your baby.
Frida Mom’s “Stream of Lactation” commercial is part of its new #sprayitforward campaign, which hopes to raise awareness about the reality of being a new mother. The 30-second version of the ad that will run during the Golden Globes on NBC pushes boundaries since it includes semi-bare breasts, breastfeeding, and breast pumping, which you don’t often see during a network primetime show.
“We’re lifting the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes,” Frida Mom explains about the ad, which shows moms dealing with raw nipples, struggling to get the baby to latch, among other realities of breastfeeding. NBCUniversal worked with Frida Mom to make sure the ad would meet broadcast standards. Ann Scheiner, Senior Vice President of Advertising Sales at NBCUniversal says they’re “proud to spotlight the joys and challenges of motherhood with this groundbreaking new creative from Frida Mom.”