The postpartum product company Frida Mom had an ad rejected from the Oscars for being too graphic about postpartum recovery.
is still sharing it on their own channel. They write, “The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show. It’s not ‘violent, political’ or sexual in nature. Our ad is not ‘religious or lewd’ and does not portray ‘guns or ammunition’. ‘Feminine hygiene & hemorrhoid relief’ are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. Yet it was rejected.
The commercial shows a very recently post-birth momma waking to her infant’s cries, but before she can attend to the little one, she needs to use the bathroom — a process that isn’t exactly simple during those first days. She gingerly walks to the toilet and begins the familiar ritual of changing her pad, using that magical spray bottle, laying down hemorrhoid pads, and finally releasing her pee while breathing her way through the pain.
Is it pretty? Nope. It’s gross. But that’s postpartum life. If someone were to criticize the commercial, they might say something like, “Well I don’t want to see someone using the toilet forpoops. Literally. It’s not something we need to normalize or discuss to remove the stigma because unless you’re a scared public pooper *raises hand* it’s pretty widely accepted and everyone knows how it goes.
We still see blue liquid dripping onto menstrual pads during commercials for those products instead of something even remotely resembling blood, so it’s not terribly shocking that an ad showing the truth about recovering from birth was rejected. But until we normalize this conversation, the reality of it will continue to be censored — and moms will continue to be stunned by the difficulties they’ll face in the days after having a baby.
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