This 2021, the Golden Globes were about much more than celebrities.
During NBC’s primetime broadcast, the 78th annual awards show gave space to a new line of Frida Mom products for breast care after childbirth.
In a 30-second TV spot, the audience experienced firsthand the emotional and physical journey of breastfeeding.
Under the tagline “Care for your breasts. Not just your baby,” Frida Mom catapulted its new #sprayitforward campaign that seeks to raise awareness about the realities of being a new mom.
“You’ve got this: Latch, and oh God, clog!” said one of the moms narrating over the commercial. “Good moms should know how to do this. And am I a bad mom if I stop now?”
Frida Mom’s ad shows the expectations that new moms have to prioritize milk production for their babies. The company offers breast care kits, nursing pillows, and other breastfeeding aids, Variety explained.
“Whether starting or stopping, breastfeeding is an emotional and physical journey full of highs and lows that many new moms are unprepared for,” the company said in the ad posted on YouTube. “We’re lifting the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes — from massaging out clogged ducts with an electric toothbrush to slowing the flow with cabbage leaves. Enough is enough. It’s time to care for your breasts, not just your baby — with Frida Mom.”
The commercial was the first to show lactating breasts on television. Although the original 75-second ad shows nipples in several shots, Frida Mom worked on the 30-second edit with NBC to exclude any shots showing nipples.
“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,” NBCUniversal said in a statement, per The New York Times.
Frida Mom worked with the network on a 30-second edit that blurs or covers nipples that are visible in the original 75-second ad — a “fairly robust editing process at NBCU’s insistence,” said Chelsea Hirschhorn, the company’s chief executive, in a statement.
She added that the point of the ad remained intact — “that the physical and emotional breastfeeding journey puts an unrivaled pressure on women to perform, and no longer should women be expected to prioritize making milk over their own physical discomfort.”
The woman behind Frida Mom commercial’s vision is Rachel Morrison, the cinematographer of Marvel’s Black Panther and the first woman nominated for an Oscar for her work on Netflix’s “Mudbound.”
“As soon as we saw the initial creative from Frida, we were immediately aligned on its mission and meaning,” an NBCU spokesperson said in a statement. “It is an authentic display of motherhood and shows the essential but sometimes difficult act of feeding your baby. We partnered with Frida to share their message and protect their creative vision while ensuring the ad complied with NBCU standards and other guidelines. 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.”