Can somone tell me wtf is up with these 72andSunny Mommy Bahama ads?

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Optimists usually don't have sharp points of view

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👆🏻 Best insight I’ve seen in months, SS 1.

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Agency side projects are a red flag for me.
Tells me they don’t have any interesting briefs in the building

likesmart

I think the whole point is that she’s not supposed to look like a mom, because that’s not what maternity leave looks like. I think it’s fun. Mother’s Mother’s Day stuff was silly too. Can we lighten up folks?

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It’s satire. It’s stronger with a model because is juxtaposes the misperception of maternity leave with the reality/misery of it. Ps. It’s brilliant.

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I was asked by multiple male coworkers how I enjoyed my "time off" the day I got back from maternity leave, to which I answered "What time off?" I get this idea and appreciate the point it's trying to make about the reality that ML is not vacay. Execution? It's aight. I agree with some of points made about model choice.

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72 and personal projects

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I like the idea, but I do think it's a little strange they chose to use a woman who isn't pregnant. Is that part of the satire? Idk, I think it would have been stronger if she were.

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Ha this question is exactly the point they are making

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Yeah I thought that too AD1. But it is about mothers who have already given birth, not pregnant ladies. That said, they could've found a model that looked the part

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Is there actually a perception that maternity leave is vacation?

likehelpful

Hold on I have two kids and ML is a vaycay from work. Family time is awesome.

likefunny

Did Freud write them?

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Copywriter 3: No the point of the idea is to debunk the idea that "maternity leave = vacation."

Using that model doesn't land that job. It would have been much more impactful to use a real mother.

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Seems like a dated insight. Execution seemed a bit odd too ...

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@SeniorStrategist1 ah, I was thinking of it as a mother about to go on maternity leave. Either way, the model is neither

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Link?

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I am on the fence and worked on them. But isn’t that right there the irony of being a mom in advertising?

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@CW3 yeah I figured that was part of it, but the contrast between seeing a new mother in a high fashion ad like this would have been funnier and driven the point home more to me. Plus, I'm a supporter of showing traditionally less desireable bodies when possible. But hey, I still like it!

Blah! of an agency side project.

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