Frida Mom sells products for women after they give birth.
And the company recently shared one of their commercials that was rejected by ABC and the Academy Awards.
The 60-second spot starts off with a baby crying as an exhausted mom gets out of bed. (So far, very real and very accurate.)
The mother slowly makes her way to the bathroom with her postpartum underwear on. (Which is clearly accurate after delivery.)
She then cleans herself...
...hobbles over to the sink to refill her vaginal cleansing bottle...
...and switches out her personal hygiene products. (Still, spot on.)
The mom does all this while the baby is crying.
Frida Mom CEO Chelsea Hirschhorn told Today Parents that the ad was supposed to air during the Oscars, but it was rejected for being "too graphic." After sharing it on their Instagram and YouTube pages, moms everywhere seemed to disagree.
It brought back personal memories and made them feel seen.
Moms were appreciative of the message it sent.
Frida Mom told Inc. that ABC emailed guidelines from the Academy of Motion Picture Arts and Sciences stating that commercials including “political candidates/positions, religious or faith-based messages/positions, guns, gun shows, ammunition, feminine hygiene products, adult diapers, condoms, or hemorrhoid remedies” are prohibited.
Thanks for trying to keep things honest and real, Frida Mom.
BuzzFeed has reached out to ABC, the Academy Awards, and Frida Mom for comment.