The Oscars Banned Postpartum Pain Commercial For Being ‘Too Graphic’
By Mikelle Leow, 11 Feb 2020
Video screenshot via Frida Mom
The Academy faced a great deal of fury this year for a lack of recognition for people of color and female talents. The ire just keeps snowballing, as a company revealed its spot was rejected by the Oscars for being “too graphic.”
Frida Mom, a company specializing in essentials for mothers of newborns, decided to publish the banned advert online, which also came with a prelude describing the commercial to have been turned down by both the Academy Awards and television network ABC.
The campaign shows a woman attempting to use a toilet and struggling to use a sanitary product after recently giving birth.
The broadcast of the 60-second ad was purportedly declined on grounds that it was “too graphic with partial nudity and product demonstration.”
Frida Mom was taken aback by the response, explaining that the creative was “not ‘violent, political’ or sexual in nature.” Neither was it “religious,” “lewd” nor featured “guns or ammunition.”
“It’s just a new mom, home with her baby and her new body for the first time,” the company added.
What’s unfortunate is that campaigns on “feminine hygiene [and] hemorrhoid relief” are banned from being broadcasted, even though they’re things people deal with every day.
“And we wonder why new moms feel unprepared,” the brand pointed out.
As a result of the rejection, Frida Moms decided to republish the spot so new mothers might be better prepared about overcoming postpartum pain.
The decision not to air the spot has infuriated mothers. Most notably, actress Busy Philipps stepped forward to express her thoughts about the industry’s apparent censorship of women’s bodily experiences.
“I DO believe so strongly that the more we can NORMALIZE A WOMAN’S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be,” Philipps responded on Instagram.
“And I’m so f**king sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media. Well. Shame on them and NOT on us for simply being human women.”
View this post on Instagram
This is an ad for new post partum products for women-this ad was rejected from ABC(see the repost below from the brand) I legit teared up when I just watched it. Partially because this is clearly an ad made by women who have been there and get it and partially because I DO believe so strongly that the more we can NORMALIZE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be. AND YES THAT MEANS ADS TOO. You probably don't even flinch when an Erectile Disfunction ad comes on but THIS AD IS REJECTED?! I think this is an incredible piece of advertising that accurately represents something millions of women know intimately. And I'm so fucking sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media. Well. Shame on them and NOT on us for simply being human women. Cc: #seeher @seeher2020 #Repost ・・・ This is important. “The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show. It's not “violent, political” or sexual in nature. Our ad is not “religious or lewd” and does not portray “guns or ammunition”. “Feminine hygiene & hemorrhoid relief” are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. And we wonder why new moms feel so unprepared.” —ad and words via @fridamom @abcnetwork
A post shared by Busy Philipps (@busyphilipps) on
[via B&T, video and cover image via Frida Mom]
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