Luvs Commercial Shows Public Breastfeeding as a Sign of Confident Motherhood

This LUVS commercial shows the difference between a first-time mother and a second-time mother. What’s the difference? Well, the seasoned mom is now “an expert” (and therefore, they claim, more likely to use Luvs diapers). But she’s also more likely to confidently breastfeed in public.

Watch and you’ll see the first-time mom in the corner of a restaurant struggling with one of those trendy nursing tents. The mother-of-two proudly nurses her infant at the table.

I actually feel a little distressed seeing so many women using cover-ups these days. I get it. I was shy and inexperienced nursing in public with my first. It does take experience to learn how to do this all discreetly and confidently. But I do wonder what kind of monster we’ve created with all these babies hidden under big tents. This ad seems to be saying, experienced moms don’t have the time or energy to worry about what people think quite so much, which is probably true.



Here’s one thing about the ad that struck me as a little harsh. The seasoned mom is rude to the waiter who is semi-gawking at her nursing. I don’t know. If we’re going to break new ground do we have to be all F You to anyone who looks surprised? What if that 25-year-old waiter has never seen nursing before? Is it his problem? Am I being too nice? Am I missing the point? Am I only saying this because the 25-year-old waiter is hot?

What’s your comfort level with public breastfeeding?


Ceridwen Morris (CCE) is a childbirth educator and the co-author of the pregnancy and birth guide From The Hips. Follow her blogging on Facebook.


Article Posted 6 years Ago

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