Golden Globes viewers praise ‘honest’ breastfeeding commercial: ‘About. Time.’
Golden Globes viewers are praising a breastfeeding commercial aired during the 78th awards ceremony that “normalises the very very normal act of breastfeeding”.
On Sunday, Frida Mom aired a Stream of Lactation commercial during the awards to show the realities of new motherhood and breastfeeding.
In the commercial, new mothers struggle to breastfeed their crying infants, with the ad’s stars discussing everything from issues getting their babies to latch on to their breasts to fears they are not producing enough milk.
“Am I a bad mom if I stop now?” one new mother questions, while another struggling with breastfeeding asks herself: “Do I love my baby?”
Ahead of the commercial, Frida Mom CEO Chelsea Hirschhorn said: “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.
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“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.”
After the commercial aired, numerous viewers took to social media to praise the “honest” representation of breastfeeding, with many expressing the importance of being able to relate to the depictions of parenting shown on TV.
@fridamom1 Thank-you for highlighting not only the natural process of breastfeeding but also the importance. You're appreciated
— Gigi Rolle' (@Gigi2260) March 1, 2021
Finally! A commercial that normalizes breastfeeding aired during the #GoldenGlobes 👏🏾👏🏾 @fridamom1 pic.twitter.com/DVEOXWPZUQ
— Devina Khanna (@devina_khanna) March 1, 2021
@fridamom1 THANK YOU for your breastfeeding commercial!! Wish I had known how normal all of that was twenty years ago. Get it out there. Thank you!
— tbernish (@tbernish) March 1, 2021
I looooved that @fridababy breastfeeding commercial. #realtalk
— kirbs (@KirbyKaraATL) March 1, 2021
“That Frida ad showing the difficulties and stress of breastfeeding was sweet and real and wonderful. More of that!!” one person tweeted.
Another said: “So excited that #breastfeeding was shown on regular TV during the #GoldenGlobes tonight! Humans have breasts. Female humans have the capacity to lactate. #NormalizeBreastfeeding.”
“This commercial made me cry. It’s so relieving to see the accurate struggles of breastfeeding,” someone else wrote.
A previous ad by Frida Mom, which showed a mother going to the bathroom, was banned by the Oscars last year.
Prior to airing the new commercial this year, NBC, which hosted the Golden Globes, told The New York TImes that it stands by the ad because of the “context surrounding the visuals”.
“We agree that the ad may push the envelope, but it is the context surrounding the visuals that makes this ad different, and we stand by it,” a spokesperson for the network said.
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