A new ad from Dove is pushing back against the pressure on moms to be perfect at all times.
On Wednesday, the brand officially launched its baby product line, Baby Dove, in the U.S.
In honor of the launch, Dove released a video to celebrate different mothers’ experiences and show that there’s no one way to be a parent. Titled “#RealMoms,” the ad showcases a group of moms who represent diverse parenting styles.
According to its YouTube description, is meant to “shatter stereotypes about motherhood and prove that there are no rules about how to be a parent today. From Cassidy, who is raising her son on a cattle ranch, to Elise, who brings her daughter to breakdance battles – we’re so inspired by moms around the country who trust their way.”
Baby Dove chose a similar message for its U.K. launch, though the approach was a bit more controversial.
The brand used artificial intelligence to create an image a “perfect mum” ― a conventionally attractive woman with perfectly blown out blond hair and a well rested face. The image appeared on a large sign in London Waterloo station earlier this week and received criticism for perpetuating the notion that there is such thing as a “perfect” parent.
But it turns out the sign was part of an “experiment” to foster conversation around this very topic.
“The ‘Perfect Mum’ experiment addresses a real issue in society: images of seemingly perfect parenting in the media and social media are denting mum’s confidence to be herself,” Baby Dove brand manager Marcus Buck reportedly said.
“In reality, there’s no ‘right’ or ‘wrong’ way to be a parent, just your way,” he added. “That’s why it’s important for parents everywhere to trust their instincts and feel confident in their own parenting abilities, rather than worry about how well others seem to be doing it.”
That may be easier said than done, but perhaps shifting societal attitudes can help parents everywhere get there.