It’s a standard rule—no sex for six weeks postpartum. Got it. But what about all the other dicks that pop up once you’ve had a new baby?
In a hilarious PSA—’Postpartum Service Announcement’—Frida Mom addresses how new mums can avoid the dicks that are sure to pop up after a pregnancy, anatomical and otherwise.
“Your doc won’t warn you about these, but you’ll know ’em when you see ’em,” Frida Mom warns.
“Think of all the dicks who might come by to drop off some unsolicited advice instead of a meal. The ones who will make you feel like you’re doing it all wrong instead of letting you nap?
“Yeah, they’ve gotta be avoided for at least six weeks too. Doctor’s orders.”
Created in partnership with Ryan Reynolds’ creative studio, Maximum Effort, the ad will run on social channels from today, and centres on a time known as the fourth trimester, the period of adjustment right after birth, as a woman navigates intricate physical and emotional changes.
Speaking about the new ad, Frida chief executive Chelsea Hirschhorn said in a statement, via Adweek: “Navigating the postpartum recovery journey is one of the loneliest experiences when transitioning into motherhood, yet millions of women go through it each year.
“Frida Mom is committed to preparing women for those raw realities, and eliminating the ‘why didn’t anyone tell me…’ moments for new moms.”
Hirschhorn said the PSA was created to modernise all of the in-hospital content that tends to paint a slightly rosier picture of the first few weeks postpartum, and “to infuse some levity into an otherwise daunting and isolating experience”.
Maximum Effort president George Dewey added, via Adweek: “Maximum Effort loves working with brands that break convention and challenge us all to think differently.
“We were thrilled when Frida Mom reached out to work on this Postpartum Service Announcement and are honored to help shine a light on the truths about the fourth trimester.”
Despite having a mock medical tone, the ad reportedly features two real-life medical professionals from New York, Dr. Alissa Arnold and JoAnne Cleghorne.
It’s the latest in a string of brilliant and witty ads from Maximum Effort, which recently released a campaign for dating site Match that features Satan dating the personification of 2020. The campaign is called ‘Match Made in Hell’.
Featured image source: YouTube/Frida Mom
