First TV Ad To Show Moms' Lactating Breasts Set To Air During Golden Globes

New moms, prepare to feel seen.

The first television commercial to show lactating breasts is set to run this Sunday during the 2021 Golden Globe Awards. Female hygiene brand Frida Mom is launching its #sprayitforward campaign in an effort to raise awareness around the reality of being a new mother. During the one-minute and 15-second commercial titled, "Stream of Lactation," two new moms will breast-feed their babies with their nipples uncensored. The company had tried to get a different ad focused on new mothers on TVs during the 2020 Oscars, but they were told no at the time because the spot was deemed "too graphic with partial nudity."

"Whether starting or stopping, breastfeeding is an emotional and physical journey full of highs and lows that many new moms are unprepared for," Frida Mom wrote alongside the video. "We're lifting the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes — from massaging out clogged ducts with an electric toothbrush to slowing the flow with cabbage leaves. Enough is enough. It's time to care for your breasts, not just your baby."

How do you feel about this commercial airing?

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