The American Broadcasting Company (ABC) and the Oscars found the scenes too graphic to broadcast.
While the ad doesn’t show any scenes, sexual, violent or political in nature, the Academy enforces a blanket ban on adverts focusing on ‘feminine hygiene and haemorrhoid relief’.
The ad was also said to contravene guidelines by being ‘too graphic with partial nudity and product demonstration’ (below).
Frida Mom, the advertiser behind the ad (excuse the pun), is a Miami based mother/baby support/supplies company. They commented,
“The ad was rejected by ABC & the Oscars from airing during this year’s award show. It’s not “violent, political” or sexual in nature. Our ad is not “religious or lewd” and does not portray “guns or ammunition”.
“Feminine hygiene & hemorrhoid relief” are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. Yet it was rejected. And we wonder why new moms feel unprepared. We make products that help women prepare for postpartum recovery. We’re Frida Mom.”
Gordon Young, Editor-in-Chief of The Drum, said “After watching this ad I suspect the intention here was to get it banned all along, so the brand could benefit from the subsequent row. These guys ain’t subtle on any level.”
That might have been the objective of the exercise and to all intents and purposes, it can be regarded as a success! But his last comment about their subtilty is perhaps a clue.
They’re not all that subtle at all! Their website is pretty much in your face regarding the circumstances surrounding postnatal/postpartum issues and doesn’t pull any punches.
So, you could say it’s been a win-win for Frida Mom regardless of their real motivation. And, on their YT (YouTube) channel there has been a fair amount of support, mainly from women but a few men expressing support:-