A controversial Times Square advertisement featuring a pregnant cookbook author promoting lactation cookies was removed after just 72 hours due to it being deemed inappropriate by Clear Channel Outdoor, the owner of the billboard. The ad featured Molly Baz showing her bare belly and covering her nipples with cookies for Swehl brand cookies, which are believed to aid in milk production. Brex, a fintech company, arranged for the placement of the ad, but it was swapped out for a less revealing image following a review by Clear Channel Outdoor.
Baz expressed disappointment and not surprise at the removal of the billboard, emphasizing that similar ads in Times Square often feature scantily clad models selling various products without facing such scrutiny. She questioned the decision to take down her ad, stating that it was meant to celebrate breastfeeding empowerment and the miracle of motherhood. Despite the setback, Baz remains determined to continue advocating for the importance of motherhood and supporting women in their breastfeeding journey.
The ad campaign for lactation cookies was a collaboration between Baz and a pregnancy and breastfeeding startup, aimed at promoting the benefits of using ingredients like oats, fennel, and brewer’s yeast for new mothers. The controversial image of Baz posing with cookies covering her nipples sparked attention and controversy, ultimately leading to its removal. Clear Channel Outdoor did not provide a comment regarding the decision to remove the ad from the billboard in Times Square.
Other billboards in Times Square often feature racy or provocative images, raising questions about the double standards in the advertising industry when it comes to female bodies and motherhood. Baz highlighted the irony of lingerie ads being considered acceptable while a breastfeeding empowerment campaign is deemed inappropriate. She remained defiant in the face of the billboard’s removal, stating that the campaign aimed to celebrate the beauty and strength of motherhood, regardless of societal norms or restrictions.
Despite the backlash and removal of the controversial billboard, Baz remains committed to celebrating motherhood and empowering women in their breastfeeding journey. The ad controversy shed light on the challenges faced by breastfeeding mothers in society and the importance of normalizing and supporting breastfeeding. Baz’s bold and empowering campaign sparked discussions about societal attitudes towards motherhood, female bodies, and breastfeeding, highlighting the need for more diverse and inclusive representations in advertising.
