When Johnson & Jonson debuted a web clip advertisement for Motrin this past weekend in which a female narrator gripes about the social pressure to “wear” baby slings many moms were offended.
Below is the verbatim from the ad:
Wearing your baby seems to be in fashion. I mean, in theory it’s a great idea. There’s the front baby carrier, sling, schwing, wrap, pouch. And who knows what else they’ve come up with. Wear your baby on your side, your front, go hands free. Supposedly, it’s a real bonding experience. They say that babies carried close to the body tend to cry less than others. But what about me? Do moms that wear their babies cry more than those who don’t. I sure do! These things put a ton of strain on your back, your neck, your shoulders. Did I mention your back?! I mean, I’ll put up with the pain because it’s a good kind of pain; it’s for my kid. Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why.
By Sunday night, Johnson & Johnson had taken the ad down. And, at the moment, the Motrin website is also down. AdRants claims that “Twitter is in an uproar,” and Kathy Widmer, Vice President of Marketing for Johnson & Johnson’s McNeil Consumer Healthcare, has issued an apology, which reads, in part:
I am, myself, a mom of 3 daughters. We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies.
What do you think?