Frida, a mother and baby retailer, released a commercial this week in support of its range of postpartum recovery products. In the one-minute ad, a new mom is seen struggling to walk, use the bathroom and deal with cumbersome pads. Frida says it released the commercial on YouTube because the ABC network refused to air it during Sunday's Oscars. "It's just a new mom," the new intro to the ad states, "home with her baby and her new body for the first time. Yet it was rejected."
The clip is an unflinching look at what new mothers physically cope with in the days and weeks following vaginal birth—something that remains taboo in American media. While television and movies have become more honest in recent decades about the realities of birth, menstruation and postpartum depression, the physically messy and painful aftermath of childbirth remains absent from our screens.
We caught up with seven moms to find out how they feel about the Frida Mom commercial, as well as ABC's decision. They had a lot to say.