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Awww, how could this little punkin cause pain of any kind?
Awww, how could this little punkin cause pain of any kind?

Moms are mad about Motrin ad

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?"

Talkbacks

sandstorm | Nov. 21, 2008 at 12:33 p.m. (report)

the most annoying thing about the whole shebang is the term "babywearing".

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sidbedi | Nov. 20, 2008 at 1:38 p.m. (report)

What are these "slings" of which you speak?

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mitchgat | Nov. 20, 2008 at 1:09 p.m. (report)

34110 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.

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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!

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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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