Why This Commercial Caused A Stir During The Golden Globes

During the 78th Annual Golden Globe Awards, talent across the entire entertainment industry was recognized and honored. Many actors, writers, and producers took home awards and wowed viewers at home with touching acceptance speeches. One moment during the night that really captured everyone's attention, however, occurred during a commercial break.

During the award show, Frida Mom — a lifestyle brand that creates specialized products for moms and parents — took the opportunity to advertise their new postpartum breast care products in a somewhat controversial way. The company aired a 30-second commercial, titled "Stream of Lactation," as part of their #sprayitforward campaign, which aims to raise awareness of the struggles new moms face (per Variety). The ad focuses on the expectations mothers have to prioritize their breast milk production and encourages caring "for your breasts. Not just your baby."

The commercial was incredibly realistic and nuanced, which caught quite a bit of attention. Keep reading to find out why this particular commercial caused a commotion during the Golden Globes.

The Frida Mom commercial was the first to showcase lactating breasts

As part of their #sprayitforward campaign, the company Frida Mom made a bold and first-of-its-kind commercial that aired during the 78th Annual Golden Globe Awards. The 30-second commercial was all about breastfeeding and the difficult expectations mothers face in regard to this most natural act. The full ad, which was posted to YouTube, was captioned, "We're lifting the veil on the challenges new moms (and their breasts) face as they DIY their way through lactation woes — from massaging out clogged ducts with an electric toothbrush to slowing the flow with cabbage leaves. Enough is enough. It's time to care for your breasts, not just your baby."

While the 30-second version that aired during the Golden Globes was edited for NBC to exclude the many shots of nipples it featured, the ad was still the first-known commercial to showcase lactating breasts on television, Variety reported. The ad gave a rare, realistic look at breastfeeding in a way that has never been done before and NBC recognized the importance of airing it during one of the most popular televised events of the year.

"We agree that the ad may push the envelope, but it is the context surrounding the visuals that makes this ad different, and we stand by it," the network said in a statement to The New York Times.