The new Motrin “Mom-alogue” ad campaign was poorly received by mothers all over the country. Immediately after its release, mothers began complaining about the content of the ad and experts started weighing in on the ad’s inaccuracies. The ad (which can be viewed above) dares to conclude “wearing your baby is in fashion” and goes further to talk about the painful risks associated with front, side and back baby carriers. Not only does the ad offer inaccurate information regarding the risks associated with baby carriers but it also labeled mothers of infants as being “tired and crazy” while playing a cuckoo clock noise. Obviously, the creator has never been a mother of an infant!
Mothers immediately took offense and began protesting. The company has since removed the ad from their website and from all circulation. Mothers claimed the ad offers an offensive image of a mother. In fact, the ad does paint a picture of a tired, overworked, unloving mother only worried about her own personal physical state of being. Today’s moms beam with pride over their multitasking abilities and the strength they have to “do it all”. However, the controversial Motrin ad immediately shattered their strong image and replaced it with one of a complaining and whiny woman, thinking only of herself.
Larger groups took offense at the ad because of its inaccuracies. Organizations like Baby Wearing International stated wearing a baby is not about fashion and instead is about bonding. In addition, they loathed the idea of the commercial damaging the image of this bonding experience. They also went on to state the ad assumed there was no validity to the benefit of baby wearing. In fact, there are many proven benefits to the practice of baby wearing. Lastly, the group and many other physicians came forward to say there is no reason a baby carrier should cause pain to the wearer.
With the Motrin commercial gone from all media outlets, it’s likely the makers simply want the issue to fade away into the distance. But, it’s likely mothers won’t easily forget about their reckless ad campaign and in turn it seems more and more of them will be turning to another pain reliever when they’re in need.
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