The 2021 Golden Globe Awards will air a commercial during the ceremony tonight of what is thought to be the first of its kind.
Frida Mom will air its new “Stream of Lactation” advertisement during the award show, and the ad is uncensored as it shows women’s breasts and raises awareness around the reality of being a new mother.
It depicts new mothers who dealing with raw nipples, struggling to get their baby to latch, and worrying about being a “bad mom” for stopping breastfeeding.
“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 said in a statement.
She adds, “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 vaginal recovery. It’s all part of the postpartum physical experience — but it never gets any air time because the end supposedly justifies the means. The two don’t have to be mutually exclusive.”
The commercial comes after their other that was set to air during the 2020 Oscars was banned. It had featured a new mom going to the bathroom.
The 2021 Golden Globes air tonight, February 28 @ 8/7c on NBC. Stay tuned for all the coverage on JustJared.com!
Click inside now to watch the full breastfeeding ad from Frida Mom that will air during the Golden Globe Awards tonight…