So, Similac, a company that stands to benefit from as few women breastfeeding (and breastfeeding women doing it as little as possible) has decided to position itself as the great peacemaker in the angry crossfire of deeply personal judgements of other peoples' parenting choices known as the "Mommy Wars."
I'm a big advocate of breastfeeding, when it works for the mother. But I also believe that women's bodies are theirs to do with as they choose. If they choose not to nurse, nobody gets to police them.
The problem I have with this ad is that by stereotyping the various conflicts between parent trends (including stay-at-home dads), then resolving with a message that none of it really matters, they are negating the very real and important discussions happening about these issues. The nursers feeling forced to cover up, working women with inadequate maternal leave or work flexibility, the challenges faced by lesbian moms? These are presented as no different than the arguments about diapers, baby wearing, and yoga for moms.
By positioning itself as the teller of this tale, Similac very sneakily invalidates lactivist criticisms of its product and marketing. Yeah, I saw what you did there!
But, you know, it's an American commercial. So the warring parties rally around a really bad example of parental neglect and hug it out.