The Golden Globes Will Air Its First Ad Of Real Lactating Breasts

[Click here to view the video in this article]

Image via Frida Mom

If you are a new mother and have been caught off-guard with the new experiences that come with lactation and breastfeeding, you’re far from alone.

US wellness brand Frida Mom is set to reassure you with its new advertisement, which shows clips of full breasts and real-life breastfeeding. The advertisement has gone viral for its accurate portrayal of lactation issues, breast stimulation hacks, and exhaustion of new mothers.

Titled Stream of Lactation, the video aims to normalize the breastfeeding journey of mothers and touches on a variety of challenges that mothers face—from massaging out clogged ducts using an electric toothbrush to feeling like the breast pump is talking to them. It features postpartum women doing their best to nurture their newborns through this emotional period.

The clip closes with the brand debuting its Frida Mom’s Breast Care line, which is meant to improve the postpartum breast care experience by addressing any discomforts while lactating or breastfeeding.

Reactions to the clip have been positive, with many praising the brand for showing the realities of life as a breastfeeding mother. “I just cried. This is so real. I’m watching this while feeding my baby girl. It has been such a hard but very worthwhile journey,” an Instagram user said.

While the commercial has gained a notable response only, a 30-second version is set to debut during the 78th Golden Globes Awards this weekend.

“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more,” Frida CEO Chelsea Hirschhorn told Insider.

“The reality is that women are blindsided by the physicality of breastfeeding—raw nipples, uterine contractions, painful clogs—no one tells you that it can be as painful as your vagina recovery,” she continued.

[via Insider, cover image via Frida Mom]

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