Dougallmedia's Covid Response


An Oscar-worthy ad?

Unless you’ve had a baby, you’ve likely never heard of Frida, a company that makes post-partum products.  You probably aren’t even aware of the necessity of their products after childbirth.  And according to their CEO, that needs to change.

No one talks about their flabby bleeding and leaking body that can’t poop because of damaged abdominal muscles.  Post-partum women are hobbling around in giant diapers, peeing and soiling themselves.  They’re having to do things to clean themselves that no one ever told them about in high school health class.

So Frida’s marketing department has developed very real advertising that shows women what to expect after they’ve expected.  But mainstream media has balked.

ABC, which aired the Oscars, rejected their bid to air a commercial during the ceremonies.  Why?

In the commercial, an exhausted new mother grunts and moans on a toilet.  She can barely stand-up at the bathroom sink, her underwear around her ankles.  The image is as real as it gets.  And new or soon-to-be-new moms should know this is perfectly normal.

But do I want to see that during an awards show?  The politically correct or “woke” answer is “Of course.  It’s time to bring women’s reproduction into the light.”

However, the truth is more “Yeah, not so much.”  I don’t really want to go from the glitz and glam of an awards show to a commercial about post-partum urination any more than I wanted to watch Brad Pitt get political or Joaquin Phoenix rant about cows.

Regardless, Frida had to know the commercial wouldn’t be accepted.  The Academy has strict advertising guidelines for their “family-friendly” show.  Numerous topics and items are prohibited including feminine hygiene products, adult diapers, condoms or hemorrhoid remedies.  They also don’t allow partial nudity or product demonstration.

And yet, Frida sent ABC their commercial anyway.

Frida wants to push the envelope.  In 2018, their billboard campaign promoted a product that claimed “Your Vagina Will Thank You.”  Maybe so, but it was still outlawed by most municipalities.

However, this time the rejection was not the end of it.  Frida blanketed social media with an invitation to watch the ad that was “banned from the Oscars.”  Online views hit mid-five digits within hours.

So why the Oscars, anyway?  Viewership has dwindled.  Yes, those remaining are mostly women.  But are they the right women?

Frida isn’t a huge corporation and while the Oscars aren’t exactly the Super Bowl, advertising time is still expensive.  Targeted marketing of a message to a more specific and accepting audience (rather than just half the population) would get a better bang for their advertising buck.

Which just might have been the point.  Instead of shelling out for 30 seconds in the midst of an over-bloated awards show, Frida’s getting coverage on CNN and Tweets by celebrities, and are the topic of female conversation just as they’d hoped.

And it didn’t cost them an Oscar cent.

And I can watch a post-partum woman pee only if, and when, I’m ready to.