Public breastfeeding takes center stage in a new ad campaign [1] for an unlikely brand. Contrary to expectation, the provocative image — of a socialite nursing infant twins at a high-end restaurant — isn't for a maternity clothing line or a pro-breastfeeding nonprofit. Nope, it's for a gym.

On its own, a young woman breastfeeding two babies in public might not segue easily to thoughts of signing up for a luxury fitness membership, but the Equinox campaign's tag line, "Commit to Something," is one many new moms can certainly understand.

According to Equinox's Carlos Becil [2], the series of seven ads is about much more than getting people to spend the New Year burning calories on an elliptical machine:

"Equinox is about commitment. We are obsessed with it, and we challenge our members to know who they are and what they want. It's not just about fitness — it's about life. The concept of commitment is bold, incredibly powerful, and it's real, especially in a world today where commitment is lacking."

The well-timed campaign also includes six other commitment-oriented images — one of a very good-looking cat lady and another of a male-cheerleading champion [3] — but the oft-controversial depiction of the "unapologetic young mother" (portrayed by heiress-turned-model Lydia Hearst) is the clear standout. At least, that is, to those fully committed moms out there.