Yes, it’s true. Mommies do NOT like being patronized and mommies do NOT like being judged or made to feel bad. Whether you mean it or not, this job is hard enough. We’re all just doing our best and sometimes some advertiser somewhere forgot to actually ASK us moms whether we appreciate your humour and can even relate to your stupid, patronizing, condescending message. Obviously this is one of those times.
THE AD:
Motrin, what were you thinking? I mean “wearing your baby seems to be in FASHION”?? Not good. You SO missed the point. Bad, bad Motrin.
But I had to laugh big guffaws after checking out the spoof. Some people are just brilliant and clever and oh too funny.
THE SPOOF:
Then I watched some of the backlash to the Motrin ad campaign and new that they were being totally called on it. They were shaking in their boots and their ad agency was likely paying the price. I mean, come on, who was in that focus group anyway? No mom I know.
THE BACKLASH:
I have to say that I actually didn’t see this ad until just now, and am quite shocked at what I saw! I do agree that carrying my 30 lb 1 1/2 yr old in the sling did make my shoulders and back ache some, it wasn’t nearly as much as it would have hurt trying to carry him all the time! I never was a big fan of Motrin, and have just found another reason not to buy any.
I find that most ads lately make the assumption that the general community is not so bright, and I ignore 80% of what I see because of that. Glad to know Motrin is no different- maybe these companies should hire moms to help on their campaigns?!
I agree with Melissa and M. The problem I have with this ad is that I found the tone really patronizing like the only reason moms do this is because of pressure to be fashionable. I completely agree and know from personal experience that it is tough on the back and neck and Motrin (or Tylenol or Advil or whatever) helped. I just think it is hard enough to decide what is right for you with all of the conflicting messages and I don’t think the way it was portrayed was relatable at all.
However, my kids are 6 and 9 so my need for Motrin stems from a whole new set of headaches 😉
I also am in the minority and don’t have a problem with this ad. I wore my daughter in a Bjorn, side carrier, and sling. Each of them allowed me to have my hands free and still be close with my daughter, however I did feel the strain on my body after a while. I did it because it made both her and I happy, but it wasn’t always ideal.
Perhaps the anger over this ad should be directed at the people who, as mentioned by “M”, market slings and all other (sometimes) nescessities as fashionable items. You have to admit that there is a very high percentage of manufacturer’s websites who sell slings / carriers and have a “Who is wearing this sling in Hollywood” section. If it wasn’t the “fashionable” thing to do, why would this matter? I think it is this type of marketing that should have us as Mommies upset, as I feel that this insults my intelligence much more than the Motrin ad. Oooooh, Angelina has this thingy for her kids… I better get one too!! Come ON!
Wow! I think I’ll wait for the ad depicting the male scenario -you know…back-ache due to beer gut complications…it ought to be a good one!
I’m not upset about the Motrin ad. I have seen many parenting magazines, websites and books pushing moms-to-be to buy all kinds of gadgets that are supposedly neccessary for a true mom/dad-baby experience that somehow if you don’t buy everything, your child will end up less intelligent, more unhappy, less social etc., then the parents who own everything. And yes, the slings and carriers etc. are being sold as fashion items. Why else would they come in a billion styles, colours, patterns, fabrics and even organic? Because it CAN be a fashion statement for the mom (or Dad). I bought a sling (organic and complementary to my wardrobe of baby stains) and my husband bought a front carrier (a funky, breathable fabric one) but we both can attest to the fact that yes, after a certain amount of time, we did feel back strain, shoulder pain etc. (My daughter however, loved ‘hanging’ out with us so we did what all parents do – we wore them to give her a happy experience.) So what’s to be upset about? I’m more upset about the pressure to own all the latest and greatest baby gear for fear of subjecting my child to life of misery and wadding through all the research and faux-info to determine what’s really needed and what’s just going after my inexperience as a parent and need to be a good mother.
What marketing folks need to realize is that word of mouth is very powerful within the mama community……and we are all online willing to share our experiences and opinions. Motrin got it all wrong and boy, did the mamas let them know!!
—
Julie Cole
Mabel’s Labels Inc.
http://www.mabel.ca
Ouch that’s bad! I wonder if the GUY that thought that one up will work again this year;-)
I love the spoof too.
They should’ve gotten Robert Muraine to do an ad – I can see it now, he ‘pops’ this way, then that way, then – HE POP’S! Boy would he ever need a Motrin!!!
I know! I remember seeing that ad posted on twitter or facebook (or both, likely!) and thinking “whooee! I wouldn’t want to be the genius who came up with THAT campaign!”
Sometimes advertising hits it RIGHT ON, and sometimes the just SOOO miss the mark.
The spoof, though, that is freakin’ HILARIOUS! Thanks for posting!