Ok, so despite wondering why the heck Ty from Extreme Home Makeover is peddling Similac, I take extreme umbrage at the way the "moms" in this ad are portrayed. Now, I'm not saying they're not cute. Or somewhat nicely dressed and shod. In fact, my husband thinks my issue with this ad is overly harsh criticism on my part. BUT HERE'S THE THING.
I am in advertising. I come up with and then produce ads of this nature. I know for a stone cold fact that there were no less than 3 meetings specifically on the wardrobe and styling of these "moms". Probably more like 8. There were countless emails between the creative team, the wardrobe stylist and the client. Then there were wardrobe sessions, where the creative team went through racks of clothes with the wardrobe stylist to select EXACTLY what these "moms" should wear, down to their shoes, earrings and hairstyle. AND THIS IS WHAT THEY CAME UP WITH.
If this isn't proof that the world at large sees moms as frumpy, I don't know what is. Because even if these particular "moms" aren't all that bad, this is supposed to be what we in the advertising world call "aspirational". Meaning, this is what moms should ASPIRE TO BE. There's not an interesting item of clothing among the bunch -- not a print, not a trend, not a shred of personality. We've got two pairs of jeans and two pairs of khakis -- are there no other options for us moms to cover our asses? No skirts, no gauchos, no actual color palettes? Yes, yes, I see that the "mom" on the far right (who, by the way, is 21 if she's a day) is wearing a somewhat bohemian top. I think she's supposed to be the "sexy" one. But seriously, the rest of them look like they just finished shopping on the clearance rack at Old Navy. Except for the fact that I actually DO that, and my clothes are more interesting than this nonsense. I won't even go into the shoes. Bah.
Look again. Now imagine them with leaky breasts, disheveled hair and baggier clothes. This is just lightly airbrushed frump, if you ask me. Not that you did.