Golden Globes watchers this Sunday were made privy to a common reality for nursing mothers: breastfeeding is really hard work.
A new commercial for Frida Mom that aired during the Golden Globes addressed just that, honestly showing the pain, exhaustion, and self-doubt that mothers of nursing newborns deal with as they also adjust to taking care of a baby.
While an edited version of the ad for a new line of breastfeeding accessories aired for television audiences Sunday night, the full version of “Stream of Lactation” gave an uncensored look at the complicated physical and emotional realities that accompany breastfeeding.
A spokesperson from Alison Brod Marketing + Communications told Yahoo Life that “it’s the first ad to show lactating breasts on television and the most breast ever shown in this prime time slot.”
The full commercial, which clocks in at a little over one minute, was published early on YouTube and shows a woman trying to unclog a milk duct with an electric toothbrush, another pulling cabbage leaves from her bra, and another pumping in the middle of the night while her partner sleeps beside her.
With over 1.5 million views on YouTube, the ad quickly gained traction, with many on social media lauding its unfiltered views of the challenges that go along with breastfeeding. However, not all reactions were positive, with some pointing out that “families need breastfeeding support not gadgets.”
Chelsea Hirschorn, the CEO of Frida, 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. 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.”