Real Moms

Dove has a new ad campaign about how to be a mother.

The theme of the campaign is:

There's no right or wrong way to be a mom -- only your way.

A hell of a lot of people disagree with that statement.

The advertisement displays mothers break dancing, rock climbing, farming, raising a child alone, even being transgender.

Shea is a graduate student. She has a woman partner.

We are both his biological parents. You get people who are like, ’What do you mean, you’re the mom?’ [and] we’re like… ’Yep, we’re both going to be moms.'

There’s no one right way to do it all.

--Shea

Kudos to the brand for not only being LGBTQ inclusive, but for being willing to think beyond the more common solution of showing a cisgender two-mom couple (much as I love seeing LGBTQ parents of any type on my screen). (Side note: Not all transgender women who are parents go by “Mom,” as singer Laura Jane Grace recently reminded us. I’d suggest asking for someone’s preferred parenting title just as you’d ask for their pronouns.)

--Dana Rudolph, Mombian

There’s a stay-at-home mother named Jazzie, a dance instructor and breakdancer named Elise, a cattle rancher named Cassidy, a tech manager and single mother named Seung, rock climber Jackie and transgender grad student Shea. Each has a different approach to parenting that shows the expansiveness of the “real mom” title.

Shea’s role in the ad has already generated both praise and controversy for Dove. While it’s perhaps a fair criticism that Shea’s partner seems to be the only mother in the ad not given a name or speaking lines, some viewers have taken offense that she refers to herself as a “mother” at all.

The ad campaign promotes the Baby Dove line of products.

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Comments

Alex Ocana's picture

Maybe a bit off-topic since I really don't have anything to say or any negative issues about LGBTQ. There are three (maybe more?)that we found on you tube and liked some years ago. Your post made me remember them so I looked them up. These are quite old and it seemed like they used to be some HD copies around.

https://www.youtube.com/watch?v=9zKfF40jeCA

https://www.youtube.com/watch?v=c96SNJihPjQ

There are plenty of wrong ways to be a Mom/Dad. One of them is hitting your kids, yelling at them and, well I can't think of the word right now that means make them feel bad about themselves. I could add some controversy and say, "Brainwashing them in religion, nationalism and intolerance." Whatever, I also showed my girls Jazz' home videos and some of the other TG kids and growing up TG documentries.

I kind of remember that Dove was the cheapest soap in Bolivia except for the local green laundry bars.

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From the Light House.

I agree that more thought should have been put into the slogan. We certainly do not need to normalize abusive parenting.

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mhagle's picture

ad . . .

Thanks for sharing it.

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Marilyn

"Make dirt, not war." eyo

enhydra lutris's picture

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That, in its essence, is fascism--ownership of government by an individual, by a group, or by any other controlling private power. -- Franklin D. Roosevelt --