A Powerful Breastfeeding Ad Aired During the Golden Globes—and Women Are Feeling Seen

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Many moms struggle with breastfeeding, but the media rarely depicts the “emotional and physical journey” that comes with new motherhood. A new ad that aired during the Golden Globes aims to change that.On Sunday, February 28, a commercial by a postpartum company called Frida Mom depicted two mothers wrestling with lactation, latching, raw nipples, and…

A Powerful Breastfeeding Ad Aired During the Golden Globes—and Women Are Feeling Seen
Share with us

Many moms struggle with breastfeeding, but the media rarely depicts the “emotional and physical journey” that comes with new motherhood. A new ad that aired during the Golden Globes aims to change that.

On Sunday, February 28, a commercial by a postpartum company called Frida Mom depicted two mothers wrestling with lactation, latching, raw nipples, and deeply rooted society expectations that leave women feeling inadequate. 

“Am I bad mom if I stop now?” one woman asks, while the other scolds herself. “Good moms should know how to do this.” At the end of the ad, Frida Mom reveals a variety of products to help with pain, clogging, and more: from lactation massagers to masks

The entire “Stream of Lactation” commercial is emotional, raw, and somewhat controversial, as it clearly depicts women’s breasts—nipples and all. In fact, another commercial by Frida Mom was reportedly rejected from the 2020 Oscar Awards over “partial nudity” and for being “too graphic.” 

Ultimately, viewers of this year’s ad were grateful to see an honest depiction of breastfeeding

“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more,” Frida CEO Chelsea Hirschhorn said in a statement, per Insider. “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.”

Hirschorn continued, “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.” 

NBC, which airs the 78th annual Golden Globes this year, released its own statement regarding the 30-second ad. “At NBCUniversal, we are passionate about bringing to life authentic portrayals of women and sharing their stories with people around the world,” Senior Vice President of Advertising Sales at NBCUniversal  Ann Scheiner said. “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.”

You can watch a full-version of the commercial, below.


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