Last updated on Jun 21st, 2021 at 12:26 pm

The Golden Globes is not the place one would expect to be hit with the honest truth about breastfeeding, but this year’s ceremony offered just that…

Frida Mom – a company that sells products to support new moms – is known for its honest, no-holds-barred adverts, and this year’s ad screened during the Golden Globes ceremony was no different.

Moms around the world have lauded the brand for helping to expose the emotional, physical, and mental journey that moms go through as they navigate their breastfeeding journey. While the ad was cut to 30 seconds for the Golden Globes airing, the full version can be viewed on YouTube below.

“Whether starting or stopping, breastfeeding is an emotional and physical journey full of highs and lows that many new moms are unprepared for,” said the brand. “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.”

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Moms don’t “just get it right first time”

Often inaccurately depicted as an “instinctive” activity every mom should know how to do, breastfeeding is one of the hardest things new moms encounter. From knowing how to establish the right latch to dealing with sore and engorged boobs, breastfeeding can be challenging.

This honest ad clearly shows new moms as they question themselves, feeling like they are not measuring up to the world standard of “good mom.”

This questioning leaves many of them struggling through breastfeeding even though it hurts or takes away too much from them.

Here is the full ad:

Moms praised the ad in the YouTube comments:

Shannon Emmons said, “The only thing that could have made this more accurate would be if the mom who spilled milk at the end would have started openly weeping lol.”

It made another mom feel more ‘normal’, “This made me tear up…. I’m a mother of 4 and I have not breastfed any of my children – I have always felt guilty about it. I can do anything! but breastfeeding was something that I couldn’t. I tried everything and blamed myself beyond belief. However, I am happy to say that all my kids grew up healthy, strong and smart. It’s a journey…” – iLiner

Nicole Foreste says she “felt so proud to finally see a real depiction of early life with a baby. I breastfed all four of my kids, the last one 9 years ago and this bought back so many memories. Thank you for making an ad that many of us women can relate to! breastfeeding although challenging is well worth it.”

Symphony Dieudonné-Love loved the advert. “This was really good. 3 month breastfeeding and i’ve been through all the above in just the first month. wouldn’t change a thing, i love this journey with my baby”

Raquel Silva praised the brand for being real. “Thank you!!! This is so real!!! Breastfeeding was by far one of the hardest things I have ever done. I almost think for me was harder than the birth part since it lasted almost 2 months until I could breastfeed without pain. I really wish there was a video showing that reality BEFORE I had my baby. I could have been more prepared. Even the hospital “class” didn’t have any real info. We need more videos like that showing what really happens and more support to breastfeeding moms!!!”

A history of honest ads

Last year, Frida had produced an ad depicting the realities of postpartum recovery, showing a mom in maternity pads, and healing from stitching and other realistic challenges new moms navigate. The ad was not aired at The Oscars because it was “too graphic.”

“We’re here to prepare women for what to really expect after childbirth.” Frida Mom says.

 

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