Last winter, Olivia Wilde was on the interwebs doing some
Christmas shopping when she just had to stop to call bullshit on an ad for a breast
pump bra. The 32-year-old mother of two is no stranger to breastfeeding, and
actually owns the bra in the ad she was calling out (and thinks the bra is "awesome,” for the record).
What she was calling out was the choice of model in the ad
because in her words, “this lady definitely did not recently birth a child who
requires breastmilk to be pumped.”
Now, before anyone gets their panties in a
bunch over Wilde body-shaming the model in the ad, that’s NOT at all what she’s
doing. She even takes the time to “give a quick cyber hug to this model who had
to pretend to have recently birthed a milk-fed baby-child when she clearly has
spent the last year lifting tiny weights and meditating.”
Real quick just wanna take a break from online (lazy-person) x mas shopping to call bullshit on this ad for a breast-pump bra cuz this lady definitely did not recently birth a child who requires breastmilk to be pumped. Also want to give a quick cyber hug to this model who had to pretend to have recently birthed a milk-fed baby-child when she clearly has spent the last year lifting tiny weights and meditating. (Side note: why does Amazon insert breast-pump ads into every single goddamn search I make? I'm no longer in the market for more pump supplies Amazon! Shut it down!) PS. I own this bra and it's awesome.
Let’s be honest, the model in the ad does look too
serene and rested to be taken as someone who recently gave birth and is in the throes of
late night feedings, sleep deprivation, diaper changes and pumping multiple times a day. A lot of ads marketed to soon-to-be mothers or new mothers
feature models that are hard to relate to. I mean, there should be a law that
only pregnant women can appear in maternity clothing ads because get out of here
if you aren’t pregnant and don't know the struggle.
Wilde also went on to call out Amazon for always pushing
breast pump ads her way when she’s no longer in the market. For real though,
Amazon will keep trying to sell you the same dang things if you don’t clear out
your cache, and what mom has time to do that?
For the most part, Wilde’s mini-rant was met with a lot of
LOLs and “love everything about this” kind of comments, but there were also not
so favorable reactions.
One person commented, “No doubt this is THE best pump
bra on the market! But what's up with this absurd notion that the model
is not an appropriate representation of a breastfeeding mom? I pumped and used
this bra for a year after birthing each of my ‘tiny humans’ and can say it's
innovations like this bra and other modern mama products that helped me be a
mom AND be me ... not a hot mess.”
Really?! Relax a minute, there. Nowhere in Wilde’s post does
she body-shame the model and say that moms can’t be thin and fit. Just
take a look at Olivia Wilde herself, she's slim and fit and probably looked
amazing three days after giving birth. She also probably exhibited some signs
of exhaustion and looked a tiny bit delirious.
Yes, ads tend to go aspirational so realism be damned, but
why can’t we call bullshit when we’re not buying the aspiration they're
selling because we’ve lived the reality of it? I, for one, find it refreshing
that Wilde treated the entire internet like a girlfriend and shared what she was
really thinking without bashing the woman in the ad at all.
With more than 21,700 likes and more than 1,000 comments, clearly Wilde’s commentary
struck a chord.