A little more about why the ad was rejected for the Oscars.
According Today Parents, the Academy of Motion Picture Arts and Sciences does not allow ads to air during the show that feature "political candidates/positions, religious or faith-based messages/positions, guns, gun shows, ammunition, feminine hygiene products, adult diapers, condoms, or hemorrhoid remedies." OK, we get why some of those subjects would be taboo, but what's so taboo about feminine hygiene products or even adult diapers and hemorrhoid remedies for that matter?
Frida Mom decided to go public with the rejection.
The company decided to post the 60-second commercial on social media with an intro that reads, "The ad you're about to watch was rejected by ABC & the Oscars from airing during this year's award show." It went on to post in the included description, "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. Yet it was rejected. And we wonder why new moms feel unprepared."
The ad actually does a lot of good when it comes to normalizing the postpartum experience.
This postpartum experience is so par for the course that many experts refer to the three months after delivering a child as the "fourth trimester." It's normal and yet it's not normalized, which leaves so many new moms unprepared for the realities of what their first three months of motherhood will be like. The Oscars would have been a great opportunity to air a commercial that honestly depicts what new mothers go through.
Is the commercial graphic or offensive?
If by graphic one means real, then yes, the commercial is graphic because it's not trying to put a rosy filter on what it's like to recover from giving birth. As for being offensive, how can reality be offensive?
Seriously, if you find yourself disturbed or upset by this commercial, we invite you to ask yourself why. Why is an experience that happens to women who birth babies offensive to you when depicted accurately? Would you be offended by any woman, including yourself, for going through this?