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NOW CLOSED Take a look at Fiat's viral video "The Motherhood" and tell us what motherhood means to you - there's a £200 Mamas & Papas voucher to be won!

(193 Posts)
KatieBMumsnet (MNHQ) Wed 19-Dec-12 09:57:07

In anticipation of the launch of the new Fiat 500L next year, the folks at Fiat have released a video showcasing what motherhood is like for one woman. Here's what they say: "We hope that by exaggerating the reality of embracing a new life stage in this viral will raise a knowing smile from mums everywhere."

Please take a couple of minutes of your time (well 3.12 to be precise) to watch this video and come back to this thread to tell us your thoughts on the joys of motherhood. Are there any parts in the video that you feel sum you up? Was there anything you particularly related to? What line do you think is missing from the song? We know this may not be everyone's cup of tea, so if you don't think this portrays motherhood in your eyes, what does? How would you describe how being a mum makes you feel? What are the highs and lows of life post children vs life before?

We want to know how Mumsnetters describe motherhood, so please add your comments below.

Everyone who adds a comment to this thread will be entered into a prize draw where one winner will receive a £200 Mamas & Papas voucher.

Thanks and good luck with the prize draw!


Offred Fri 28-Dec-12 18:38:51

I don't like the references to infant feeding which seem unnecessary confused and divisive, I don't like the way it simultaneously implies mothers are required to sacrifice themselves completely, the complete absence of the father/fathers (though i'm sure in this context they'd be introduced in a sexist role) and also normalises being downtrodden and resentful about this role.

Also, on another note can I just say how much I absolutely cannot stand advertising which a. Doesn't actually tell you anything at all about the product that is being sold and b. is desperately trying to "reach out" to certain kinds of people the company has identified as likely to buy the product. It makes me think there is nothing good about the product if you have to ignore it completely in the advert and instead try to make it "cool" within a social group.

Offred Fri 28-Dec-12 18:48:15

Maybe it is trying to get men to buy this car for their wives? That's the only thing that makes sense to me to be honest, like how perfume adverts sell to the opposite gender...

Offred Fri 28-Dec-12 18:49:39

And just the pure fact that this advert has come across as advertising the fiat 500 rather than 500L shows you how stupid it is...

Offred Fri 28-Dec-12 18:52:29

And motherhood to me is not sacrificing myself on the alter of husband/children. It is taking responsibility for the children I have and doing my best to raise happy and independent adults.

swallowedAfly Fri 28-Dec-12 19:00:38

gawd there's some sanctimonious twaddle that gets spouted.

it's fun. it's for people who have a sense of humour about the contrast between their life (and obviously it's for those who actually had one) before and after children.

it doesn't represent you? well there you go - i find there is a modicum of representation in this as opposed to the zillion adverts that portray mothers as a cross between the virgin mary and a prozac filled doormat.

wonderstuff Fri 28-Dec-12 19:41:11

Offred I noticed that the car had 5 doors, and the 500 has 3 so realised that it was a different model - think they are marketing at women who would love a 500 but don't get one because they are too small with little children..

LittleBallOfFur Fri 28-Dec-12 21:58:56

I wanted to hate that video - I did enjoy it though, darn. smile

Cold fishfingers are a regular part of my diet now.

And yes once you're in the club you're in for good (gah I even remember the words) - yes when people say to you when you're pregnant "you won't know what hit you" you think yeh right, but you really can't prepare for any of it!

As carovioletfizz says, motherhood is the hardest job, but I wouldn't change it for the world.

Offred Sat 29-Dec-12 00:17:21

I don't get that this ad is different though? The woman is martyred and resentful hiding behind an attempt at humour. Just because there are some jokes in it doesn't actually mean it is any different to all the other adverts which universally push the "sacrifice of motherhood" agenda...

lottiegarbanzo Sat 29-Dec-12 02:21:15

Um, just a pedantic point about the question. Surely a film clip 'goes viral' only if many thousands of people like and choose to share it. So calling something 'a viral' presumes success, just like saying 'a hit' instead of 'a song'. If success is already assured, why is our opinion needed?

I imagine what is meant is that the the clip will be distributed via YouTube and social networking sites, not shown as a tv advert. So it is an Internet film clip - or am I misunderstanding something?

swallowedAfly Sat 29-Dec-12 09:22:09

i guess the difference for me is not pretending that one is delighted with one's sacrifice and it is all effortless and unnoticable because of the pink haze of angel dust that comes with the placenta.

pretty much every line in it reminds me of some jokey conversation with a friend or random on the bus or wherever where we are essentially jollying ourselves along through it by laughing wryly and acknowledging what we're going through.

and generally those jokes/conversations are a release for guilt or feelings of inadequacy that seem to genuinely turn up with the placenta. it's a nope, i find it a nightmare too sometimes nod between women that lets us off the hook a little of the perfect image of motherhood we're supposed to be living up to imo. this ad is just tapping into those conversations and that dynamic and portraying it. she's not as funny as me and my friends when we're on a roll mind.

TheUKGrinchImGluhweinkeller Sat 29-Dec-12 12:20:55

lottiegarbanzo you are right of course - Fiat want the video to "go viral" - true viral videos were originally not made as commercial advertisements, but the concept has been adopted by advertising agencies of course who now use the term as an optimistic shorthand for a commercial intended to be distributed via social media instead of conventional television etc. slots. Much cheaper of course, and theoretically "cooler" which is the idea Fiat are going for, though of course it can't really become subculture cool given it is blatantly a commercial made by a household brand! (Disclaimer my "knowledge" is based mainly on watching "The Apprentice" grin )

Offred Sat 29-Dec-12 12:34:51

I kind of think it is worse because it is normalising the sacrifice/martyrdom thing, it has tried to make the woman real but desirable and funny and clever and STILL martyred, basically portraying that there is no hope!

Tyranasaurus Sat 29-Dec-12 14:44:58

Made me cringe- felt forced jokey and I hate rap. Don't like companies advertising with the whole 'viral' thing.

I don't think of myself as a 'mum', I'm just me with a baby.

mrsbunnyw Sat 29-Dec-12 15:14:18

As it's meant to be a car advert, I'd expect at least a bit more of the car, eg the inside details to be shown - it looks like a mini, rather than advertising Fiat - maybe that's the idea, but I doubt it!

I didn't like the music style, although I get the 'hood' concept behind it. I agree with other comments that the mother is a bit over-groomed, and I think there was a bit much negativity. While there are a lot of sacrifices and changes in motherhood, it is not an overwhelmingly negative experience. I did like the worktops being 'usually sticky' line. I just didn't find the woman convincing as the mother of those children, or as the sort of mum who actually makes the dinners etc rather than having a nanny do it all. Probably just the overgroomed thing again.

swallowedAfly Sat 29-Dec-12 19:28:10

there is no hope! having kids is hard work and requires a hell of a lot of sacrifice. obviously it's worth it or no one would ever do it but facts remain. adulthood is harder work than youth, motherhood is less freedom than pre-motherhood etc etc.

vincenta Sat 29-Dec-12 22:24:47

Perfect hairstyle all the time??? For mum it is impossible!!! Messy hair at home, with velour tracksuit and some flour stains would be more realistic! It is funny when I saw woman who is size 8 wearing high waste jeans !why she need them? If it doesn't look like that there is tummy or love handles which need to be hidden!!!
I didn't liked rap much but most lines of ad were very relevant to motherhood.I Loved Cbeebies and postman pat,they are my favorite now!
All in all ad is interesting from some points of view because it is impossible to make ad about motherhood which everyone will like! Motherhood for everyone is so different. I think for mums who have enough income to hire nanny, cleaner or who got any other help motherhood will differ from mum who need to be moneysaving and do all those things herself.All classes like Zumba, Pilates are quite expensive and to be on Atkins??? Everyone know meat and vegetable prices, this diet is not for everyone too.
I will agree with ad that motherhood, your expert in all nappy, weaning, potty things, that you don't have me time ("join book club to have glass of wine"), and your everyday life is completely different when you are a mum, with all sterilizers, nursing bras, cold fish fingers when there is no time to have proper mealfor some mums it is great because they lose weight, but for some mums not so good, because when they have time they eat a lot and than again thought about diets and exercises, when you want to look like model, but feel yourself like tired horse.
Definitely your house will be much messier ( that mean that you need to clean more than you used to do), toys everywhere and your bag when you go out from clutch size is big enough to hold, something to eat, something to drink, spare clothes, some toys, or books, nappies and other very useful and life saving stuff!
It is impossible to explain it to woman who don't have a child, but other mums will understand you without words-motherhood is happiness and joy in your life! Sleepless nights, luck of me time, messy home and stretchmarks or love handles are worth it when those little hands give you a hug and say mummy I love you! These are minutes which are worth to live for......

KatieBMumsnet (MNHQ) Mon 31-Dec-12 09:44:36

Thanks all for your comments. The winner of the prize draw is...


Congratulations, I'll PM you to get your details.

Snog Fri 11-Jan-13 08:51:34

Orgasm faker though??

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