Breastfeeding Ad Gets Pulled From Times Square, Drawing Sourness From Public
Image via Swehl
A billboard advertisement celebrating motherhood and breastfeeding has milked a debate in New York City’s Times Square. Featuring the expectant cookbook author Molly Baz, the vibrant image showcased her cradling lactation cookies strategically placed over her bare breasts. The head-turning visual, meant to promote the inclusive breastfeeding brand Swehl, has sparked an uproar stretching far beyond the bustling heart of the Big Apple after its abrupt removal just days after going up.
The graphic, part of Swehl’s Just Add Milk campaign, was designed to coincide with Mother's Day and to normalize breastfeeding. However, Clear Channel Outdoor, which oversees the display of advertising in the vicinity, ended up taking it down, citing violations of its content guidelines.
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Clear Channel’s decision has been met with widespread criticism, especially given the often provocative nature of other ads in Times Square. Many, including Baz, pointed out the irony of removing an advertisement that honored motherhood while allowing more sexualized content to remain.
“Turns out these big titties and pregnant belly were a little too much for Times Square,” Baz lamented on Instagram, adding that she was “disappointed and yet not at all surprised” at the takedown.
“Take one look at the landscape of other billboards in Times Square and I think you’ll see the irony,” Baz added. “Bring on the lingerie so long as it satiates the male gaze.”
Social media has erupted with supportive messages for the author, the brand, and for women in general.
This is insane but not surprising…
— Yashar Ali 😠(@yashar) May 12, 2024
Cookbook author Molly Baz was featured in an ad for the company @swehl_, which helps new moms with breastfeeding through its products and the online community it has built.
The company bought ad space on a billboard in Times Square owned by… pic.twitter.com/nwgbo0ZcVk
“Hands-in-pants foreplay on a billboard is fine, but not a more covered pregnant woman promoting maternal and baby health?” questions champion race car driver Julia Landauer.
“Okay, so how do we plaster the city in this image, then?” comments tattoo artist Mira Mariah.
Maybe it’s time for advertising standards to get a taste of reality.
[via Fast Company and The Cut, images via various sources]
