Let’s be honest: commercials don’t exactly excel at portraying real life. In the world of advertising, genuine moments often get tossed aside, making way for a glossy, unrealistic version of reality. Jewelry brands, in particular, seem to revel in this fantasy, attempting to turn every holiday and life milestone into a romantic spectacle. One of the prime culprits? The ever-syrupy Kay Jewelers.
Take, for instance, a specific ad that takes this idealism to an absurd level. Picture this: a radiant young mother, wrapped in a fluffy white robe, peacefully rocking her newborn after a 2 AM feeding on Christmas morning. Suddenly, her husband appears from the shadows, having gotten up just to light the Christmas tree and surprise her with a watch. A lovely gesture, sure, but really? A watch for a new mom? As if she isn’t already aware of how time is slipping away from her!
This commercial first aired during the 2009 holiday season, a time when I was knee-deep in the chaos of new motherhood. I remember catching this ad while nursing my own baby, and it made my blood boil. Why? Let’s dissect the fantasy vs. reality.
According to Kay Jewelers:
New mothers are serene goddesses, effortlessly rising for 2 AM feedings with flawless skin and perfect hair, all while ensconced in a fluffy robe.
In Reality:
When I begrudgingly got up for those late-night feedings, I looked like a zombie. My skin was pale and tired, my hair was a wild mess, and I usually wore the same clothes from the day before (or the day before that). Cozy robe? More like dirty yoga pants and a nursing bra that had seen better days. Serenity? Not a chance.
According to Kay Jewelers:
New mothers are thrilled to be awake in the middle of the night, joyfully rocking their babies back to sleep.
In Reality:
I’ll admit it: I was not thrilled. The only thing on TV at that hour was a Zumba infomercial, and I felt utterly alone in my sleeplessness. Once the baby was settled, I would’ve jumped right back into bed, hoping to grab whatever sleep I could before the next feeding.
According to Kay Jewelers:
The early days of parenthood are so romantic that husbands feel compelled to surprise their wives with gifts during those overnight feedings.
In Reality:
This scenario is laughable. The early months of parenthood are anything but romantic! Plus, no sleep-deprived dad is voluntarily getting up at 2 AM unless he’s been explicitly told to. If he hasn’t, he’s likely still trying to locate his lost sense of self.
Let’s say, for fun, that my husband did wake up with me for a 2 AM feeding. In that case, I would have handed him the baby and dashed back to bed before he could even light the tree, much less offer me a gift. Am I being a little harsh? Maybe. But it’s also a lot closer to reality than the dream world painted by Kay Jewelers.
And let’s not forget the cherry on this advertising disaster: it ends with the new dad asking if their newborn will remember her first Christmas. Newsflash: No, she won’t. Not even a smidge!
For more on the realities of motherhood and helpful resources, check out this excellent guide on pregnancy and if you’re interested in at-home insemination, this kit is a great starting point. And don’t forget to read our privacy policy to keep yourself informed.
In summary, the portrayal of new motherhood in commercials like those from Kay Jewelers is a far cry from reality. The truth is messy, chaotic, and often sleep-deprived, with no time for romantic gestures or perfect hair.