Nobody’s watching the Oscars for the commercials the way some do with the Super Bowl, but the commercials during the Oscars are seen by millions who tune into the biggest awards show of the season. So, getting airtime during the show is a really big deal.
Frida Mom, a company that sells postpartum essentials for new moms, was one of the many companies vying for that valuable airtime. But their commercial was rejected by ABC and The Academy for being “too graphic.” What was in the commercial that was so offensive? A postpartum mother.
The commercial aimed to give an honest depiction of what life is like for moms in the first few days after giving birth. In the commercial, a new mother is shown trying to go to the bathroom, while caring for her newborn, which every new mom knows is harder than anyone who hasn’t given birth can even imagine.
The mom in the commercial is shown trying to be gentle with her body, which is still bleeding, while her newborn screams in the background.
Frida Mom posted the commercial on their Instagram account. In the caption, they explained that the ad had been rejected even though it didn’t depict anything they considered to be inappropriate. They disclosed that ads about “feminine hygiene and hemorrhoids” are banned from the Oscars, which is apparently why their ad was rejected.
Frida Mom was quick to point out that the only thing they depicted in the ad was an accurate picture of what women go through in the days after birth.
Actress Busy Phillips, who is best known for her roles on The Unbreakable Kimmy Schmidt, Freaks and Geeks, and Dawson’s Creek, was quick to call out The Academy and ABC on Instagram for banning the commercial.
Phillips said that the commercial made her cry and that she thought it was very important because as a society we need to normalize women’s bodies in the media. She went on to say that ABC and The Academy were effectively rejecting women’s experiences by rejecting the ad.
People immediately started commenting on Phillips’s status saying how upset they were that the commercial had been banned. Actresses Elizabeth Banks, Michelle Monaghan, and Katie Lowes also spoke up about how the ad should have been allowed to air.
Many called out the sexism of banning the ad. They said that the realities of women’s bodies, which aren’t always pretty, aren’t shown in advertising. They also said how necessary it is for these realities to be shown so women know they’re not alone.
Frida Mom has taken advantage of the rejection by taking their moment in the spotlight to talk candidly about their mission – to help women recover from birth.
There are very few products on the market specifically made to help women with their postpartum bodies. New moms are all familiar with stuffing their bags full of the products they give out at the hospital because they can’t buy them anywhere.
Frida Mom is one of the only companies selling better versions of the products moms get at the hospital so that they can be comfortable and healthy when they get home.
Though it’s a shame the commercial won’t air, it’s great that Frida Mom is getting the publicity they deserve from social media.
