Recently, an ad campaign for Motrin suggested that moms who wear their babies on their bodies in slings or other carriers need pain relief medicine. This made a lot of moms irate, and the Internet buzz was so intense and angry, the ad campaign was yanked after a day or two.
I have thought about this for a couple of days, and I wonder why this caused so much commotion. To me, the ad isn't particularly offensive.
I certainly don't love the ad -- it sounds forced instead of conversational -- but what bothers me about the ad isn't that it downplays the importance of babywearing.
Before I go further, know that I "wore" my sons on my body -- sometimes one on my front and one in a backpack -- and indeed, I was often sore at the end of the day. However, it never occurred to me to take Motrin or any other pain reliever. I thought mild shoulder and back discomfort was just part of the job, like sleep deprivation or the inability to eat an entire meal without interruption.
That said, I didn't care for the ad, simply because, to me, it's lame to suggest ingestion of a pain reliever every time you "wear" your kid. After all, for many moms, that would mean taking a pill or two everyday. Didn't we learn from the Rolling Stones song, "Mother's Little Helper?"
the most annoying thing about the whole shebang is the term "babywearing".
Molly: You summed it up nicely: "it's lame to suggest ingestion of a pain reliever every time you "wear" your kid " and "mild shoulder and back discomfort was just part of the job, like sleep deprivation or the inability to eat an entire meal without interruption. "
Once again, another corporate drug pusher trying to tell people that they need to medicate. Carrying a child or wearing a child is work. No drugs required.
Dad | Nov. 20, 2008 at 9:40 a.m. (report)
They "official mom" and "crazy" comments probably struck a few nerves. But, overall, a somewhat creative ad. Kids do equal back strain and pain. Mmmm, I could use a Motrin. Hey, advertising works!
horseprincess | Nov. 19, 2008 at 5:06 p.m. (report)
I can see where the back pain thing came from. my current trainer recently had a baby and she suffers from chronic lower back pain, considering she carried the baby for nine monthes whilst pregnant and now "wears" her. it was a lame ad though.
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