Motherhood is a pain

I apparently was living under rock this weekend when a firestorm of Moms Who Twitter attacked Motrin and their latest ad campaign about motherhood.  Or more specifically about how "baby wearing" is pain in the... back. 

If you were also living under a rock, you can watch the ad on YouTube.  Thank heavens for YouTube - Motrin has already pulled the ad online.

I've watched the ad a couple of times now.  And for the most part, I get the sarcastic tone of ad.  Sort of reminds me of the weird VW commercials with Brooke Shields.  Alright, I'll agree that it makes babywearers out to be superficial pains and is borderline condescending.  And I'm positive that Motrin and other companies will be taking a closer look at the power of social media. 

But there was also some truth to the ad.  No, I'm not talking about the part where you are an "official mom" when you "bjorn" your baby.  Motherhood is a pain.

Yes, it's a joy and a miracle and rewarding and blah blah blah.  It's also a life of headaches from listening to all those annoying toys where the batteries just never seen to run out.  It's an eternity of backaches from carrying a 22lb toddler.   I swear I have done permanent damage to my knees from all those pony rides on our hardwood floors. 

I'm sure that there were many who were pleased with Motrin's action to issue an apology and remove the ad.   While I always think that saying sorry is the best policy, I'm not sure that Motrin needed to pull the ad entirely from online and print (in their apology, they did state that getting the print ads out of circulation would take time).  Once the weekend had passed, the Twittering Moms were moving on to new tweets and there even was a the start of a backlash against those who attacked Motrin.  Was the ad in bad taste?  Yes.  Was the "offense" blown out of proportion?  Yes, I think so.

I hope that the debacle with Motrin's ad proves the power of online social media.  I would think that advertisers and marketers will now take more time to reach out to their target audience.  I would also think that mommybloggers would learn to say something more constructive than "That's offense, I'm never buying Motrin again!" 

If social media is powerful, if mommybloggers are powerful... then let's act like leaders.  Let's engage in a conversation with businesses and marketing agencies.  And let's not get our feelings hurt so darn easily.

Because, really, all this noise is just giving me a headache.

Comments

[Nette @ Smiling Mom]

My view of this was that these women need to get a life. I saw the add too, and expected to think it was funny. Instead I thought it was obnoxious. But alas, I wouldn't start a whole campaign to 'ban Motrin' Give me a break ladies. It's all I can do to keep quiet on our yahoo group about this NON-issue.

OK, I'm done. Thanks for the post.