Pregnancy Ad Banned From The Oscars For Being 'Too Graphic'
A pregnancy commercial has been banned from airing during coverage of The Oscars because it is "too graphic".
Frida Mom, a US brand which produces specialised products for postpartum recovery, wanted to show a raw, no-filter representation of what mothers go through after giving birth.
However, the brand claims their ad was banned by The Oscars U.S broadcast rights holder ABC for being "too graphic" and showing "partial nudity and product demonstration".
The 60-second ad opens with the sound of a crying baby while a mother struggles to get herself out of bed as her postpartum belly pokes out from her pyjama top.
The child's mother is shown to be wearing an adult diaper. The new mum makes her way to the bathroom where she is seen to be in physical pain, dealing with the aftermath of childbirth.
"It's not violent, political or sexual in nature. Our ad is not religious or lewd. And does not portray guns or ammunition," Frida Mom said in response to the decision.
"It's just a new mom, home with her baby and her new body for the first time. Yet it was rejected. And we wonder why new moms feel unprepared."
The ad shows the mum remove her disposable underwear and go to the toilet.
It finishes with the message: "postpartum recovery doesn’t have to be this hard" before panning to a number of Frida Mom products.
According to the advertising guidelines for The AMPAS (Academy of Motion Picture Arts and Sciences), commercials that show the likes of political candidates, religious of faith-based messages, guns, feminine hygiene products, adult diapers and condoms -- among other things -- are forbidden.
However, Frida Mom is no stranger to having an ad campaign banned.
Health.com reports that in 2018, the brand used the tagline "Your V*gina Will Thank you” on its out-of-home advertising to promote its 'MomWasher' product.
The ad was banned everywhere in the U.S. aside from New York City.