If you follow any Mom blogs or you're on Twitter, it was hard to miss the social media madness around the latest Motrin ad from yesterday and today. Many baby wearing mothers were clearly offended by the Motrin ad which suggests baby wearing can give you back or shoulder pain, and they've made their voices heard—via blogs and Twitter. As far as I can tell, this whole uproar started sometime Saturday afternoon and by mid day today, Motrin had pulled the ad from their homepage and put up an apology letter. Wow.
I'm not a mom, so I really don't fit the demographic they're appealing to here, but I get the tongue-in-cheek humor Motrin was going for. As a creative in the industry, I don't think I would have guessed this ad would offend so much and cause the ruckus that it caused, but at the same time I can see exactly where some of the problems lie.
The art direction is fabulous. I love the technique, though it seems to be a bit trendy at the moment, and the typography and illustration styles are wonderful. The offensiveness comes from a few turns of phrases: in theory it's a good idea, supposedly it's a real bonding experience, etc. They're just a bit too condescending.
There are countless blog posts ranting against this ad as well as the occasional one defending it, and you can view all the Twitter chatter with the #motrinmoms hash tag if you'd like to follow the social media storm.
What do you think? How has social media changed this uproar? Did it blow a little thing into an overboard uproar, giving Motrin some seriously bad PR? Or is it giving Motrin the feedback, and PR, its offensive ad deserves?