I’m not exaggerating when I say the moms are up in arms about this Motrin ad, which I learned about today from a colleague. Take a look:
Motrin Mom Babywearing Ad
In a nutshell, the ad pitches Motrin to moms, specifically those who “wear” their babies in slings, carriers, etc., and who may be experiencing pain from doing so. Narrated in the first person by a “mom” who loves to carry her tot but sometimes gets aches and pains from lugging the sweet dear around, the ad suggests that suffering moms can pop a Motrin or two so they can keep on keeping on.
From what I gather, objections range from accusations that Motrin doesn’t understand, support, or respect moms to outrage at the suggestion that babywearing–if done correctly–results in back pain. YouTube is littered with response videos, for example, this one and this one. In fact, the response has been so strong that Motrin has stopped running the ad and issued an apology. Check that out at Motrin.com or at Seth Godin.
I’m absolutely stunned by the response to this ad and what seems like an unbelievable misreading of the campaign. As a mom who “wore” her babies not too long ago, I didn’t find the ad disrespectful or condescending at all. I wore my baby carriers as directed and I would be lying if I said I didn’t occasionally have a back or shoulder ache after lugging my little one around for a couple of hours. Nothing a little Motrin couldn’t handle.
I would love to have been a fly on the wall when executives at Motrin decided to cave in to the demands of an ill-informed segment of the population. Is it a case of where it doesn’t so much matter that the perception was wrong but simply that it existed?