Viral Now: Similac and the motherhood debate

By Sohini Sen , afaqs!, Mumbai | In Digital
Last updated : January 29, 2015
The baby food brand has come out with a hilarious film pitching moms against moms and yet bringing them all together in the end.

Which is the one woman you wouldn't want to cross your horns with? The mother, of course. However, with different views and values have emerged a multitude of mothers around us. And tying and talking to them all at once is the latest campaign from Similac.

The baby formula brand has come out with a 2 and half minute digital video, complete with an upbeat background music. The 'Sisterhood of motherhood' campaign points out exactly how silly and uncalled for, judging other parents are. The video is a (playground) brawl and a musical comedy, rolled into one. At first it is just about breast fed versus the formula fed debate, as mothers argue which is the best. Then, joining the argument are stay at home dads, lesbian mothers, working mothers, mothers who prefer the stroller over the sling, and the ones who choose the sling over the stroller. As they argue, insults fly and a fist fight is about to ensue. Just then, a stroller-mother (yes, in this ad, it is a category) loses control of the stroller as it tumbles down a hill. Seeing this, all the parents run to save the child. The brand reminds everyone then, that no matter what the beliefs are, we are all parents first.

The campaign comes at a time, when the international world has been abuzz with debates over breast feeding versus formula feeding, as well as natural birth versus an assisted delivery. The age old discussions of stay-at-home or working mothers add fuel to the fire. But Similac in this video has quieted all the arguers for the sake of the safety and well-being of the child.

Publicis Kaplan Thaler is the agency behind the spot. The video, after being uploaded on Youtube on January 17, 2015 has got close to 4 million views so far. Incidentally, the brand has disabled comments on the YouTube video - which makes us think if the source really is trying to be the peace maker between debaters.

On the Similac site the brand has put up a short manifesto of sorts to explain the film.

"We believe it's time to embrace mothers who choose to embrace motherhood. Time to put down the fingers and the subtle suggestions. Because no two of us are the same, but we're all in this together. The sisterhood has only one rule. Nourish each other the same way we nourish our children. And, just like the sister who's got your back, we're there to help you get through the first few days and months of motherhood with confidence-and zero judgment. The way it should be."

First Published : January 29, 2015

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