Archive for the ‘Advertising’ Category

I saw this ad as I was flicking through this weeks edition of Ok! Magazine.  It got me thinking about what I’m going to call “responsible insight”…

I have lots of friends who have recently had babies.  Most of them are in the mid to late 30’s and have completely changed their lives since the birth of their little darlings.  It’s not all sweetness and light, either.  A lot of them feel isolated and alone, home all day with their little one, starved for adult conversation.  So, the first part of this ad struck a chord — I’d heard it a thousand times from friends of mine…

However, I find the rest of the ad completely offensive.  Why do SMA have to take this nasty turn and by referencing the sometimes fraught relationship between husband and wife after baby comes?  What you can’t see here is that it goes on to say, “And now you know something too — how to wipe that smug grin off ‘dada’s’ face.”  I think that’s horrible.  Insightful — I’ve heard friends guiltily whisper stories much like this — but horrible.

I think it’s irresponsible of SMA to speak to its consumers this way.  As if all women/mothers have a chip on their shoulders after they give birth.  There are so many great things to say about the relationship between mother and child and father, why do they have to highlight what so many women feel sad and guilty about — the fact that their relationships with their husband may never be the same?

I think SMA should have been a bit more responsible with this campaign…  I’m a bit turned off by this.  I, however, don’t have children.  I’d be interested to know how those of you with children feel about it.