Television events like the Super Bowl and the Academy Awards hold a significant place in American culture, not only for the entertainment they provide but also for the commercials that accompany them. With an estimated 20 million viewers tuning in for the 92nd Oscars on February 9, one would expect advertising slots to feature a wide array of social messages and brand representations. However, not all companies are given space to promote their narratives, as evidenced by the unfortunate rejection of Frida Mom’s advertisement by ABC. This decision, framed as being “too graphic,” raises critical questions about societal perceptions of motherhood, particularly the postpartum experience.
Frida Mom, a brand dedicated to providing postpartum recovery solutions, sought to normalize the often-overlooked challenges of new motherhood through their advertisement. The commercial opens with the relatable sound of a baby crying, followed by a montage of a fatigued mother navigating her new reality post-birth. Sporting mesh underwear and a large pad, this mom ambles through her home in a fashion that would resonate with many new mothers. The portrayal is raw and honest, showcasing the physical difficulties faced during postpartum recovery, including bleeding and pain, topped with the emotional strains that often accompany this transition.
In her response to the rejection, Frida Mom’s CEO Chelsea Hirschhorn articulated a strong message about the importance of depicting the authentic experiences of motherhood. “Knowledge is confidence,” she stated, emphasizing that by bringing visibility to these struggles, we can foster a more supportive environment for new mothers. This approach seeks to demystify postpartum recovery, placing it within the broader discourse about maternity and the transition into parenthood.
The Academy Awards showcase a range of commercially-driven narratives, yet the selective acceptance of advertisements raises concerns about censorship and cultural silencing. While past Oscar ads have included narratives related to birth—such as Verizon’s commercial celebrating a mother’s video call to her overseas husband during labor—these representations often avoid the gritty realities of the postpartum period. It appears that society can engage with the concept of birthing in an abstract sense but shies away from the physical and emotional truth following the act.
Simply put, the rejection of Frida Mom’s commercial illustrates a broader societal discomfort with the unfiltered truths of motherhood. This discomfort speaks volumes about how we perceive women’s health and recovery in pop culture. Frida’s rejection highlights a severe inconsistency in narrative acceptance: while corporations can softly hint at the birthing experience, displaying its aftermath is deemed inappropriate.
Understanding that postpartum recovery is not merely an extension of a pregnancy but a complex physiological process is essential. The physical healing post-birth is substantial; it typically takes six to eight weeks for the uterus to return to its pre-pregnancy state, not to mention the time required for any stitching or surgical wounds from C-sections to heal. The physical manifestations of this recovery, often invisible to the public eye, have significant psychological implications for new mothers.
Societal expectations pressure mothers to swiftly prioritize responsibilities again shortly after giving birth. This problematic normalization overlooks the essential need for medical and emotional recovery. Too often, new mothers return to their routines with insufficient time to heal, hidden behind a veneer of normalcy that society has constructed.
As noted by experts like Diana Spalding, there is a dire need for changing the narrative surrounding motherhood. New mothers deserve validation—the acknowledgment of the physical and emotional challenges they face. It’s untenable to expect individuals to resume their pre-pregnancy lives as if the birth process is without consequence. This warped sense of normalcy must be confronted.
Frida Mom’s efforts to illuminate these fundamental truths about motherhood reflect a crucial dialogue in the feminist movement. Their rejection by the Oscars emphasizes that there is a long road ahead in advocating for adequate recognition of women’s experiences, particularly regarding motherhood and recovery.
With this in mind, it becomes apparent that we cannot allow cultural outlets to dictate the narrative surrounding motherhood—silencing the struggles faced during recovery only perpetuates harmful stigmas. The rejection of honest representations around postpartum recovery should be seen as a rallying call to reframe societal understandings of women’s health issues, advocating for a more open and honest dialogue. Through initiatives like Frida Mom’s commercial, the hope is to bring the realities of motherhood into the spotlight, prompting change and understanding where it’s needed most.