The ad missed its mark but I'm still a Motrin Mom

Motrin really put their foot in it, didn't they? They jumped feet first into the babywearing phenomenon in their latest ad and came out smelling like a full diaper pail that had spent two weeks festering in the hot sun.

By now you've probably heard all about it - the Motrin ad that caused such a commotion among moms on the internet. I hadn't spent much time on the internet this weekend, so when I opened twitter and noticed the #motrinmoms tag on every other tweet (twit?) I was all "What the hell?". Not wanting to be left out of the latest brouhaha, I searched twitter and Google and was bombarded with posts about Motrin and their latest add targeted to moms, specifically those who babywear. At first I rolled my eyes, because... Really? Not again. Not another kerfuffle about how we mothers are looked down upon! How we seen as inspidid breeders who live our lives through our children while whining the whole time! *shakes fist* Oh, the humanity!

(For the record, most kerfuffles - can I say that again? Kerfuffle. - have been warranted. Mommy wars? Breastfeeding? Warranted.)

This won't make me popular, but I think we should give Motrin a break. Sure, I get angry when someone tells me I shouldn't breastfeed my baby in public. That's worth getting irate about, in my opinion. The ad, though remotely insulting, did not start a fire in me like it seemed to in so (so, so, so) many others.

I believe "Meh" was my reaction.

I tried. I tried to be outraged. I even showed it to Mr. C., my barometer in all things such as these, and he looked at me after viewing it and said, "What? I don't get it." All the fuss? Yeah, it didn't seem to be a big deal.

Seriously, are we hating that much on Motrin and their ag agency because of a sixty second advertisement? They have a great product, a product that does what it says. To be cliche, a name you can trust. I for one use it regularly for back pain. I also used it for post pardum uterine contractions. Now that would have made for a good ad - Ow, my uterus hurts. Pass the Motrin.

But after thinking about it some more it seemed to me that the ad itself wasn't as important as the collective voices of mothers (and fathers too) on the internet who said, "We don't like this and we're not going to stand for it!" I'm very proud today to be in the company of those who were outraged enough to scream and holler until Motrin finally pulled the ad, their head hanging in shame and their tail between their legs. How proud I am today, indeed. Not in myself, who was too busy shaking my head about all I deemed proposterous, but of you. You who raised your voice and made something happen.

The message of the ad, in my opinion, is still not worth the outrage but I do think we need to get to the bottom of what made so many so angry.

Was it the choice of voice over, the "Oh Mah Gawd. Like, totally." delivery? The whiny "What about Meee?" message? Or the fact that babywearing was called fashionable?

I don't know the answers to those questions, I'm just throwing things out there and seeing what sticks.

Sure, the woman was a sad stereotype. The whiny mother who chooses to do it all for her child but whines about it the whole time. I've got news for you, she who has not written a blog post, a tweet, an update on Facebook, or even sat over coffee with her girlfriends and complained about her kids with a tinge of whine while professing her love for her offspring can throw the first stone. We whine sometimes. We complain. And that's okay. We're allowed because this mothering thing is damn hard work and if we didn't whine we'd be hitting the wine by 10am every morning. But stereotypes don't appear from thin air, they are based in reality and then bastardized and lampooned and turned into caricatures of the originator. But they begin somewhere. The ad agency who took that and ran with it ought to be ashamed of themselves to trivialize what I see to be a strength, in that we can allow ourselves, unlike our mothers and their mothers before them, to show our weaknesses. To admit that we want our pain, both physical, mental and emotional, to be agknowledged. But the character was based in truth. Sorry.

Maybe it's the babywearing-as-fashion angle. Is babywearing a fashion? Is it all the rage? If you pick up a gossip rag it might seem so to the casual observer. So, yeah, it is, by definition, fashionable to wear a baby today. I prefer to think of it as a positive trend that started decades ago (in this country. All over the world it is not only done, but necessary) but has gained in popularity. Or better yet - a Movement. Much more empowering than suggesting that wearing ones baby is akin to wearing a pair of skinny jeans.

Taking from my own experiences with babywearing, I have no problem admitting that when registering for baby items before Chicky was born I had no idea what a sling was. We only registered for a Bjorn because that's what everyone else seemed to be doing and surely these new parents knew something we didn't. After she was born I purchased a sling because she never stopped screaming, she never slept and because Dr. Sears said to do so.

I wore my baby and I hated it. Yes I did. I hated it because I didn't know how to wear the sling correctly and I have a bad back and IT HURT. But I pressed on and wore the sling and sometimes, when Mr. C wasn't wearing it, the Bjorn. Because she did sleep better and cried less, so I guess I just backed up the woman in the Motrin ad. I am that Motrin Mom, with less flip. I wore my child, not because it made me look like an [really annoying finger quotes] Official Mom (*gag* Like, totally.) but because it made my colicky baby stop crying. I couldn't care less if I looked like I was wearing a baggy sack around my midsection and it made me stoop like a 95 year old woman with osteoporosis or if it made me look hip and trendy. She was not screaming like a banshee. Fashionable? Pssh. Necessity.

Now I wear C.C. I'm better at it, marginally, and my back still hurts. I do have a much prettier sling this time around so maybe that's where the fashion comes in? I don't know, just throwing and sticking, throwing and sticking.

And I use Motrin to help ease that pain. Yep, yep I do.

Bottom line, I'm not offended by this ad. I relate to parts of this ad. Admittedly, some lines were clunkers (again, the "Plus it totally makes me look like an Official Mom" line was a total stink bomb. Like, totally.) but I will not be defined by a print, radio or television advertisement. I will not be defined by the mother-as-nagging shrew character on popular television sitcoms either. But as I said before, I am very proud of the power of the internet and the strong women and men behind this movement. It's proof that when we come together we (the collective we) can effect change. Now, how about we tackle something more important, like health care, affordable childcare, or outlawing skinny jeans, and give Motrin a break?