You know the advert I mean. Thankfully I’ve not seen it for a while, but you may remember it. The one that basically implies that you can only have the perfect partner / father if you feed your baby a certain brand of artificial baby milk.
One of the many things that angers me about the advert is how clever it is; a byproduct of how much money and time has been spent in designing it and making it.
And how much time and thought, by comparison, goes into breastfeeding adverts in the UK, particularly in England? Not much!
It was getting me down, so I wrote this:
http://theperfectlatch.wordpress.com/2007/10/23/an-alternative-to-that-advert/
it starts like this:
<Gorgeous bloke massaging partner’s shoulders as she breastfeeds the newborn baby>
“I promise to support you in your decision to breastfeed, and never to suggest that any problems would be easily solved with a bottle.”
<Picture of said bloke cooking hot casserole as partner nurses the baby>
“I promise to “mother” you, as you mother our baby, and never to hassle you about household chores.”
Just imagine what we could do, if we had the same budget and the same access to top advertising companies that the artificial baby milk companies do!
And if you do see the original advertisement on TV again – don’t forget to complain. Maybe one day the ASA will have to listen!
Ruth
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