Cookie + Breastfeeding Ad “Controversial”? No, It’s Just Funny!
It’s rare that I get to sip coffee and read blogs (alone!!) on a Sunday morning. But Mason’s out running the hallways with Chris–it’s raining out, we’ve been up for four+ hours, and our apartment is a tiny 800-square feet, so he’s bored. Thirty minutes of free time for mommy? Priceless.
As I was browsing around, I stumbled upon Kavita Varma-White’s take on the ad from South Korea in which an adorable baby is nursing while clutching an Oreo cookie, with the slogan “Milk’s Favorite Cookie.” (You can see the ad here.) The Today Moms blogger says that the ad “blatantly sexualizes breast-feeding” and she calls it “textbook juvenile,” citing the comments on a Huffington Post article about it. She also questions whether the woman in the ad is even a lactating mother.
My opinion? C’mon, it’s just provocative and kind of funny.
The ad was apparently created by Kraft’s ad agency, Cheil Worldwide, for a one-time use at an advertising forum and was not intended for public distribution or use with consumers, according to an update on the Huffington Post article. But even if it were meant for consumers, I hardly think it’s a crime that the people who created it chose to show a woman with “perky and perfect” breasts, in Varma-White’s words, and I don’t blame them for finding someone who didn’t have stretch marks and cracked nipples (or just air-brushing all that out). Beauty sells, not ugly reality. And the childish comments about the ad? Please. There are childish comments about pretty much everything on the Internet. If they bother you, don’t read them.
If I were to look at this ad literally, which really isn’t the point, I’d say that it’s a positive portrayal of breastfeeding–albeit it a completely unrealistic one. Furthermore, it’s provocative enough to create a dialogue about breastfeeding, which the people who rallied behind the very public nurse-in that took place at Target stores last December would argue is very important. And with this ad comes fresh buzz about Oreos. And isn’t that what every ad campaign aims to do? I mean, really, what is the harm here?
What do you think: Is this ad offensive?
Photo: Oreos via Jaimie Duplass/Shutterstock.com