Best Video

Luvs' new 'public breastfeeding is awesome' ad

In a new diaper commercial, a young mom unabashedly breastfeeds her baby in public — a decision that ostensibly proves she's a Luvs-buying parenting expert

The video: In the first half of a new commercial from Luvs Diapers, a frazzled first-time mom sits alone in a restaurant, struggling to breastfeed her son under a blanket so as not to offend her fellow patrons. (Watch the ad below.) Cut to the second half of the clip, and a slightly older and wiser mom is in the same restaurant, this time breastfeeding her second baby in plain view while her firstborn, now a few years older, sits beside her. The shocked waiter can't take his eyes off the woman's chest, but the cool-headed and confident mom handles it like a pro, pointing to her face and saying, "Hey, up here." The point of the ad? A new study supposedly suggests that the more experience a mom has, the more likely she is to buy Luvs. Indeed, says an off-screen voice: "By their second kid, every mom is an expert — and more likely to choose Luvs."

The reaction: This ad is "smart, funny and graceful," says Advertisement Journal, and accomplishes its mission of making customers feel as though they buy Luvs "because they are better moms." Yes, the message is clear, says Tim Nudd at Adweek. But "the data nugget on which the campaign is based seems suspicious." Maybe second-time moms are more likely to buy Luvs simply because they cost less? Maybe, says Laura Beck at Jezebel, but who cares? The positive message — "public breastfeeding is awesome" — that this ad sends trumps the questionable statistics behind Luvs' popularity. "Luvs 4 babies in 2012!"

Recommended

6 picture-perfect homes with great views
House
Feature

6 picture-perfect homes with great views

The Check-In: Flight bans in France and traveling along the Artichoke Trail
Planes release smoke in the colors of the French flag
Feature

The Check-In: Flight bans in France and traveling along the Artichoke Trail

The Week contest: Dog accomplice
Dog in the driver seat of a vehicle.
Feature

The Week contest: Dog accomplice

6 efficient homes for the eco-conscious
House
Feature

6 efficient homes for the eco-conscious

Most Popular

Celine Dion cancels tour after neurological disorder diagnosis
Celine Dion
'sorry to disappoint'

Celine Dion cancels tour after neurological disorder diagnosis

1st Jan. 6 sedition sentences land Oath Keepers in prison for 18 and 12 years
Stewart Rhodes
Capitol Siege Aftermath

1st Jan. 6 sedition sentences land Oath Keepers in prison for 18 and 12 years

Texas House panel files 20 impeachment counts against AG Ken Paxton
Texas Attorney General Ken Paxton
Texas Justice

Texas House panel files 20 impeachment counts against AG Ken Paxton