Motrin laughing to the bank

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Motrin moms. I know this is not going to earn me any fans, but I have to say it.

Every time I hear about something “controversial” among the mom crowd on the net, I have to be honest,  I  just shake my head. We put so much time and focus into things, especially as Americans, that we are “offended” about, that that is the only time I see the community come together to chat this much about an issue. I sometimes feel like the only person in the world that hates political correctness because I think it creates pansies. Yeah, I said it.

First off, I believe Americans are offended way too easily. Scratch that. Moms are offended to easily. Because moms are in constant fights with EACHOTHER over issues like ‘stay at home moms vs working moms,’ and ‘breastfeeding or not’ (or how long), or ‘preschool or not’, or pacis or lovies, or……..get the point?  We  put eachother SO much on the defensive, that we are quick to judge ourselves. And so when someone else, outside the “mom” realm mentions it, its like breaking some kind of code.

Recently Motrin put out an ad on Babywearing. They are doing a series of “if mom spoke what was on her mind, this is what she would say” ads. They are calling them “Mom-alogues” and they premise starts: As a mom you know what its like to have a unique kind of pain that’s often underappreciated. From walking for hours in high heels to staying up all night carrying a feverish child. The MOtrin brand wants you to know we feel your pain.

Here is the text of the ad that people are talking about:

Wearing your baby seems to be in fashion. I mean in theory, its a great idea. There’s the front baby carries, the side baby carries, the sling, the shwing, the wrap, the pouch and who knows what else they have come up with. Wear the baby on your side, the front, go hands free! Supposedly its a real bonding experience. They say babies carried close to the bod tend to cry less then others. But what about me? Do moms that wear their babies cry more than those that dont? I sure do. These things put a ton of strain on your back, your neck, your shoulders…did I mention your back? I mean, ill put up with the pain, because its a good kind of pain. Its for my it totally makes me look like an official mom. And so, if i look tired and crazy, people will understand why. Motrin: We feel your pain.

Quite frankly, I don’t look at Motrin point any differently then I would look at another mom that mentioned to me. Its THEIR opinion and they are entitled to it. I don’t get offended because they only are reaching a percentage of the population, an ad just will or will not, pertain to me. If you carry your child on your body, or carry your child at ALL, you could potentially have pains from it.

For the record, Charlotte was carried in a baby bjorn. But she weighed 25 pounds when she was 12 months old. She was abnormally HUGE. I weighed 105 and was 5’2″. I have to admit, I got my fair share of ‘aches and pains’. Now she is 42 pounds at 4 years old and I am still 105. I still carry her around if I need to or up the stairs and its like benching at the gym. Think of her percentage of weight against my body weight. Its astronomical.

If you have been following my blog at all, you know that she is having some issues with her legs and we don’t know what is going on. I have a crying child all day during her awake time, for several days in a row. You better believe I am alternating the Tylenol and Motrin. When it comes down to it, am I going to let my child suffer when there is a safe, dr recommended product she can take that can relieve her pain over an AD a company put out? Next time your child comes down with a fever and you cant give Tylenol, you ask yourself that. “Sorry Charlotte, Motrin offended moms over babywearing, so you need to suck it up”. It just doesn’t make sense to me. And all the drug companies are related, so picking generic wont exactly hurt the companies that spread the patents as it is.

“Baby-wearing” wasn’t even a term when she was born that I had ever even heard of. I have to say, it has become more social and popular among moms, a movement in a way. I could care less if someone wants to carry their child around on their body or what product they use to do so. I certainly don’t view it as controversial.

Maybe I’m missing it all, but I just don’t see why this is a big deal. Maybe because I don’t see people twittering, myspacing, and facebooking:

Human Trafficking in Asia

Sex Slavery in Indonesia

Sex Slavery in America

The plight of Women in Afghanistan

Babies born addicted to drugs

Blood Diamonds

Physical and Mental Abuse of 25% of women IN Armenia

I actually saw someone on a blog say that its set BACK babywearing? Wha-wha-what? Is this the Civil Rights movement?  I say, lets utilize social networking to help each other, to bring to light real issues in the world, and if you truly don’t like something, don’t advertise for them. Motrin is laughing all the way to the bank.

Its kinda ironic, isnt it?


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  1. Mulan47 says

    Sure, help relieve your child’s pain, but no need to buy a brand name. Money is the only thing that companies listen to, and maybe this will get them the message.

    I think the ad undermines moms- we have finally found a way to get things done AND meet our baby’s attachment needs, and now we’re told we’re doing it for fashion??!

    One of my primary concerns is that the ad encourages moms to turn to drugs for help rather than to other moms. When I first started wearing my baby over a year ago, I didn’t know what I was doing and it did hurt sometimes. After getting help from a local babywearing group I learned which type of carrier to use and how, and can now wear my 14 month old for several hours without pain.

    If a mom is actually in pain from babywearing, she should get help or stop wearing baby- drugs will just mask the symptoms and she could seriously injure herself.

  2. Marjorie says

    For those who are commenting who are not Moms, the ad was not targeted at you so you should not be affected either way. For those who feel that Baby-wearing Moms are overreacting, listen, Motrin took a topic that is close to the hearts of many Moms and did not do enough research to understand why. Some Moms may wear it because they think it is the Mom thing to do, others may feel that it is the best thing for their baby and others may feel it does not work for them. It is the psychographics of the very Mom demographic Motrin is targeting. The fact is the ad makes a snarky remark about the efficacy of babywearing which is a hot topic among a large demographic of moms. That was a mistake. They should recognize that mistake, apologize, remove the ad and we can all move on.

    Instead, their website is still down and Motrin is virtually out of communication. Now who is dragging this out . . .

    And lastly, for those who say that Americans are babies because they fight for their voices to be heard on topics that are important to them, well I am not sure what else to say.

  3. says

    I was just reading this to my non-blogging friend Abby. She said (and I am quoting). “THAT is rediculous! Babies are NOT fashionable. Wearing a baby is even LESS fashionable. If I’m on a beach where I can’t get a stroller and I know I have to carry my kid, I’ll wear him. What is WRONG with those people?!”

    I have to say I’m with her. 3 years ago, I was on a power walk with 3 other moms at the mall. I didn’t wanna try to play bumper stroller so I wore him. Standing in line at a fast food place with 2 customers in front of me, I watched as 2 female employees openly mocked me. “Oh, no she didn’t wear that!” I was humiliated. I emailed the chain and got free food that I didn’t want to get, or else I’d have to return to that location.

    That alone is all the proof a gal needs that it’s NOT fashionable. I still wore him, and have worn my 2nd. I’ve never felt like it made me look like a mom. More like a disgruntled nanny…

  4. Jordan says

    Thanks for bringing some sanity to this debate.

    I’m in advertising, and I plan to someday be a mom. And I think some moms are totally oversensitive. Get over it, it’s a freakin’ ad. It’s supposed to be funny, and real. And I have to also note how ludicrous it sounds to say, first, “I wear my baby” (babies aren’t scarves) and second, to say you wear this 8 to 30 lb child on your body in some way shape or form, and it never gives you any back pain, shoulder pain, whatever. Mentally, you’re nuts, and physically, you must be superwoman.

    My thought: moms could stand to chill out a little bit. I’ll bet you ten 10 to 1 that there were several strong moms behind this campaign. (In my office alone, there are five women and three men on the creative team, and the account team is 100% female).

  5. Jami says

    Thank you for this post! I got here by way of Peter Shankman. This is exactly how I felt yesterday and stopped myself from going on twitter. so many more things to worry about and a Motrin ad didn’t deserve that much credit IMO.

  6. GobiM says

    Babywearers are the ones who are setting women back. A woman with a huge weight on her is not going to be comfortable, agile, able to do what she wishes. Who is more likely to flirt with the cute shopkeeper, a woman with a baby strapped to her or one with the baby safely in a stroller supported by the brilliant invention of wheels? Babywearers are not only trying to bring back the excess confinement of the mother role of the 50s, they are trying to bring women back to the stone age.

  7. Clarissa @ The Posh Parent says

    I AGREE!!! OMG I just thought GET OVER IT DRAMA QUEENS! lol I had over 30 emails about the ad…I mean, come on…there are some SERIOUS issues like the tobacco companies marketing to our children…and the other issues you mentioned above…I try to pick my battles and sorry this is not one of them. I do not agree with how they worded the commercial but, really when Motrin and the makers of Motrin are the ONLY choice for my kids {they both can’t take Tylenol-allergies} then guess what…I am buying Motrin and even if I don’t buy “Motrin” I am STILL buying from them because they OWN IT ALL!

  8. says

    I just saw this, and I’ve decided that it was poorly worded. I think their general message of carrying a baby can give you aches and pains is accurate, but I think they went about saying it the wrong way.