A Times Square advertisement featuring a pregnant cookbook author, Molly Baz, promoting “lactation cookies” was taken down after just 72 hours due to the image being deemed “inappropriate” by Clear Channel Outdoor. The ad showcased Baz covering her nipples with cookies and exposing her bare belly, promoting Swehl brand cookies made with ingredients believed to boost milk production. The campaign was a collaboration between Baz and a pregnancy and breastfeeding startup.
Brex, a San Francisco-based fintech company responsible for arranging the placement of the ad, received an email from Clear Channel Outdoor stating that the ad had been “flagged for review” and was subsequently replaced with a less revealing image from the campaign. The new photo showed Baz smiling in her kitchen, with her belly still visible but now covered by a purple crop-top and a pink button-down blouse. Baz expressed disappointment in the decision to take down the original billboard, citing the irony of Times Square billboards often featuring scantily clad models promoting various products.
Baz took to Instagram to voice her frustration at the removal of the ad, pointing out that the context of the image likely played a role in the decision. She highlighted the presence of billboards in Times Square featuring revealing images of models promoting various products, such as lingerie and underwear, which are considered acceptable. Despite the setback, Baz made it clear that she remains undeterred and committed to celebrating the beauty of motherhood. She expressed outrage at the decision but emphasized that it would not stop her from continuing to empower women and mothers through her work.
The controversial ad, which aimed to promote breastfeeding empowerment, generated significant attention for its provocative content. The ad featured Baz posing with cookies covering her nipples and her pregnant belly exposed, with the tagline “Just add milk.” While the advertisement was initially praised for its bold approach in promoting lactation cookies and empowering mothers, it ultimately faced backlash and was ultimately removed due to its perceived inappropriateness.
The incident highlights the ongoing debate around public portrayals of motherhood, breastfeeding, and female empowerment. The decision to remove the ad from Times Square raises questions about societal attitudes towards breastfeeding and the celebration of motherhood in public spaces. Despite the setback, Molly Baz remains committed to advocating for breastfeeding empowerment and the celebration of motherhood, emphasizing the importance of challenging societal norms and promoting a more inclusive and supportive environment for women and mothers.
