In a bold yet controversial move, luxury gym Equinox has stirred up heated discussions with its latest advertisement. The campaign aims to tap into the surge of fitness resolutions commonly seen at the start of the new year, but many are calling the execution quite tone-deaf.
The advertisement showcases model Clara Baines, who is not a mother herself, posing as if she’s breastfeeding two incredibly lifelike dolls in a bustling restaurant setting. The striking image is accompanied by the slogan “Commit to something.”
Commissioned by Equinox’s Chief Marketing Officer, Jonathan Reid, and captured by renowned photographer Marco Voss, the ad was intended to reflect modern themes of commitment and motherhood, particularly in public spaces. Voss commented, “Advertising has the power to engage with contemporary social issues. This campaign aims to provoke thought rather than merely depict individuals as shallow figures devoid of depth.”
While promoting the acceptance of public breastfeeding is indeed a worthy cause, it raises the question: How does a childless model pretending to feed fake babies contribute meaningfully to this dialogue? The message could easily alienate mothers who choose not to breastfeed, suggesting a lack of commitment on their part, while also misrepresenting the genuine experiences of those who do. Is it realistic to portray breastfeeding as glamorous and effortless, especially when accessorized with large earrings?
Despite the bold intentions behind this campaign, the image of a non-lactating model with perfectly perky breasts exemplifies the very notion of a “superficial object devoid of narrative.” The portrayal strips away the raw reality of motherhood and breastfeeding, reducing it to a marketing gimmick that seems more about shock value than genuine representation.
In a society where women often face judgment and harassment for breastfeeding in public, it would be far more impactful to focus on authentic portrayals of breastfeeding that reflect true experiences. If the goal is to celebrate unapologetic motherhood, then let’s showcase real mothers who embody that spirit. Ads like these exploit the complexities of our experiences and struggles to sell gym memberships while expecting us to find inspiration in their portrayal.
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In summary, Equinox’s advertisement has ignited a conversation about the representation of motherhood and breastfeeding, but it ultimately misses the mark by presenting a superficial view that detracts from the real struggles and triumphs of mothers. A more authentic approach to these topics would foster genuine dialogue and understanding.
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