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AIBU to get the rage when i see the SMA advert?

(163 Posts)
bopoityboo3 Sun 03-Aug-14 16:34:45

I have nothing against formula feeding (formula feed DD but having better luck breast feeding DS).
But the current SMA advert gives me such rage. It is so condescending to mums and the brief time it shows a dad being silly with his child, pulling funny faces at them and just generally being a Dad, there is a mum in the background of the shot giving him an evil glare as if he was the worst Dad in the world. Makes me so mad the stereotyping in it.

Ifyourawizardwhydouwearglasses Sun 03-Aug-14 16:42:07

I hate it too!

And all mums are knackered and incompetent (like the one who can't work her own pram), worn down looking and living in filthy houses.

But it's ok......they're doing great.


bopoityboo3 Sun 03-Aug-14 16:46:08

yes yes if yourawizard we are all inept but if we use SMA we'll be better hmm

BitterAndOnlySlightlyTwisted Sun 03-Aug-14 16:50:15

Yep, "take it from us, you're doing great" gives me The Fucking Rage.

They're just peddling crap and we don't really care what they think. If they think at all. Patronising bastard marketing pillocks. Not one woman on that focus-group, I'd swear.

It's better than the Aptamil advert. We know breastmilk is best for babies, you don't need to illustrate that with breastfed babies getting ready to climb mountains and do ballet. Clearly the formula-fed ones are in the corner playing with dirty needles and readying their JSA application.

Honestly, after seeing that advert, the SMA one is more than welcome.

dementedma Sun 03-Aug-14 16:55:37

I hate the other one, which shows a slim beautiful mum "breastfeeding" a gorgeous serene baby while the gauzy curtains waft in the breeze giving a glimpse through the French windows to the garden beyond. Cos that's what its really like........

ShyGirl1001 Sun 03-Aug-14 16:56:35

Agreed with

TaliZorahVasNormandy Sun 03-Aug-14 16:56:51

Yep, "take it from us, you're doing great" gives me The Fucking Rage.

I cringe everytime that advert comes on, DD is no longer a baby but it still winds me up.

ShyGirl1001 Sun 03-Aug-14 16:57:46


Agree with above, at least it's better than the hideous ballerina aptimel one!

ithoughtofitfirst Sun 03-Aug-14 17:03:30

They should do a MIL parody. Take it from us you're doing EVERYTHING WRONG.

Why can't the adverts say 'Whatever you use, just feed your baby and get on with it'? Rather than simpering statements or subtle shaming?

bopoityboo3 Sun 03-Aug-14 17:05:37

thin they are both rage inducing in their own special way.

bopoityboo3 Sun 03-Aug-14 17:07:02

love that idea ithoughtofitfirst grin

Dragonboobs Sun 03-Aug-14 17:09:42

I mostly hate how they make it look so fucking easy to just switch to formula. The 'if you want to move on' I did and DS had other ideas! Everytime that advert is on I scream at the TV!

MagratsHair Sun 03-Aug-14 17:09:57

Hahaha Koala

I hate it too!

ElephantsNeverForgive Sun 03-Aug-14 17:14:22

All follow in adverts give me the Rage!

Follow in milk is an unnecessary product that only exists to get round the advertising restrictions for promoting formula between 0-6m.

It just penetrates the myth that no one BFs past six months (see the many threads here on the stick women get off their mothers, MILs and even DPs)

IMO all formula advertising should be banned and women allowed to choose feed their DCs in the way that works for them.

PinkSquash Sun 03-Aug-14 17:18:23

SMA and Aptamil adverts are awful, they fill me with rage.

Rokenswife Sun 03-Aug-14 17:22:01

The Aptamil one makes my lovely Dad rage on my behalf because I couldn't breast feed DS! It actually brought tears to my eyes the other day because DS has SN and I sat there thinking that he may not be able to do things like these babies on the advert are clearly gearing up to do and perhaps it was my fault for not feeding him.

(I know this isn't true but I'm prone to having an occasional 'wobble' as it's only recently that SN have been discovered) x

bopoityboo3 Sun 03-Aug-14 17:30:52

rokenswife hope you're okay. Glad you know it's not your fault and that you clearly have an awesome dad supporting you. [hugs]

TheBookofRuth Sun 03-Aug-14 17:31:30

I interpreted the Aptimel one very differently - "we all know breast milk is best for your baby, but if you ever want them to achieve anything in life, you'd best get them onto formula quick!"

As one of the aforementioned mothers getting a lot of stick for "still" breastfeeding her toddler, I resent this attitude.

Ifyourawizardwhydouwearglasses Sun 03-Aug-14 17:43:13

I interpreted the Aptimel one very differently - "we all know breast milk is best for your baby, but if you ever want them to achieve anything in life, you'd best get them onto formula quick!"

This is how I read it too!

ithoughtofitfirst Sun 03-Aug-14 17:43:18

Does anyone know why everyone seems to think you should give up bf after 6 months? Is it the health visitors?

bopoityboo3 Sun 03-Aug-14 17:49:36

i think it's something to do with that is when you are advised to start ween them on to solids. That and teething - lots of people get freaked out about feeding babies once they have teeth.

ElephantsNeverForgive Sun 03-Aug-14 17:49:53

Exactly bookofRuth it utterly perpetuates the lie that continuing BFing some how keeps DCs babies. [Hmm] I don't believe there was a singke teacher or parent at school who would ever have guessed how long, my very, outwardly, confident DD2 BF for.

Rockenswife hugs, I never exclusively BF DD1 and I can totally see why that perfect BFing mium in the Actimel ad makes you feel sad. You know in your heart of hearts your DS's SN have nothing to do with how he was fed. Just as I know DD1 isn't dyslexic for the same reason.

Swanhildapirouetting Sun 03-Aug-14 17:58:48

I thought the first bit was brilliantly pitched. It peddles a half truth, that we all try to do our best and sometimes don't succeed, and formula is part of that stoical muddling through outlook, "don't beat yourself up about it". The British love to think of themselves as people who just get on with it, rather than ambitious perfectionists. There is a whole culture of self irony there which wouldn't work in any other country. It is a good advert because it tells a story of people's lives...in a way they like to think of themselves.
But the "You're doing great" is just bleugh. Hate it - clashes entirely with the rest of the advert. I don't like the idea of some inane formula marketing company telling ME I am doing great. I don't care what they think????????Why on earth should I?
Still, it reminds me of the John Lewis adverts. Enjoyable to watch but then leaves a nasty taste - what are they trying to trick me for?
Also cannot bear the idea of When You are Ready To Move on From Breastfeeding, like some mutant spawn of Marmite the Growing Up Spread.

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