Why This Bizarre Breastfeeding Ad Actually Makes Perfect Sense
Public breastfeeding takes center stage in a new ad campaign 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, 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 — 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.