Oscars rejects postpartum support ad as 'too graphic'
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The Academy Awards are facing backlash for reportedly rejecting an ad that highlights the physical struggles women face postpartum, calling the ad "too graphic."

Frida Mom, a brand that works to help new mothers be prepared postpartum, announced on Friday that its ad portraying a woman struggling to use the bathroom was turned down by ABC and the Oscars.

“It's not ‘violent, political’ or sexual in nature. Our ad is not ‘religious or lewd’ and does not portray ‘guns or ammunition,’” the brand wrote online. “‘Feminine hygiene & hemorrhoid relief’ are also banned subjects.” 

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The 60-second spot depicts a mother climbing out of bed in the middle of the night while a newborn cries. With visible pain, the woman then sits down in the bathroom to change her mesh underwear and treat her postpartum issues.

"Postpartum recovery doesn’t have to be this hard," the end of the ad reads before flashing products from the Frida Mom collection that aim to help postpartum women.

"It’s just a new mom, home with her baby and her new body for the first time," Frida Mom explained of the ad. "Yet it was rejected. And we wonder why new moms feel unprepared."

In a statement to Health.com, Frida Mom elaborated on the rejection, saying the commercial violated the Academy of Motion Picture Arts and Sciences' (AMPAS) guidelines for being "too graphic with partial nudity and product demonstration." 

The Hill has reached out to AMPAS for comment.

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The Oscars faced backlash on social media for rejecting the commercial, including a fierce condemnation on Instagram from actress Busy Philipps who wrote that the spot made her tear up.

“Partially because this is clearly an ad made by women who have been there and get it and partially because I DO believe so strongly that the more we can NORMALIZE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be,” Philipps wrote.

She called out the double standard of society for not even “flinching” when an advertisement for erectile disfunction comes on while the Frida Mom ad was rejected.

“I think this is an incredible piece of advertising that accurately represents something millions of women know intimately,” the actress wrote. “And I'm so f---ing sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media. Well. Shame on them and NOT on us for simply being human women."

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This is an ad for new post partum products for women-this ad was rejected from ABC(see the repost below from the brand) I legit teared up when I just watched it. Partially because this is clearly an ad made by women who have been there and get it and partially because I DO believe so strongly that the more we can NORMALIZE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be. AND YES THAT MEANS ADS TOO. You probably don't even flinch when an Erectile Disfunction ad comes on but THIS AD IS REJECTED?! I think this is an incredible piece of advertising that accurately represents something millions of women know intimately. And I'm so fucking sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media. Well. Shame on them and NOT on us for simply being human women. Cc: #seeher @seeher2020 #Repost ・・・ This is important. “The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show. It's not “violent, political” or sexual in nature. Our ad is not “religious or lewd” and does not portray “guns or ammunition”. “Feminine hygiene & hemorrhoid relief” are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. And we wonder why new moms feel so unprepared.” —ad and words via @fridamom @abcnetwork

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