Unflattering associations with dairy cows are put to humorous use in Elvie’s all-singing, all-dancing ad as it takes wearable tech to a whole new level for breastfeeding mums.
“Pumping shouldn’t make you feel like a dairy cow,” says Elvie, a company that’s making a name for itself as a pioneer in smarter technology for women. “We approach problems as women and solve them as engineers, scientist and designers.”
This smart campaign promoting the world’s first silent, wearable, wireless breast pump manages to strike a sassy, appealing note while discussing a process we probably don’t normally associate with humour.
Breastfeeding women who go out to work or are apart from their babies for other reasons will be thrilled to find out about this alternative to holing up in office loos, meeting rooms or even prayer rooms to do their expressing.
And by making an amusing song and dance about a topic often associated with awkwardness, Elvie follows in the footsteps of other clever ads helping to normalise the conversation around stigmas, such as Poo-Pourri (poo smells) and Canesten (thrush).
The lyrics: “I’m a pumper, I’m a feeder, but I’m a human female /Yes, I milk myself but you don’t see no tail / So why should I be stuck using big old wires and tubes? / In case you hadn’t noticed, these are not udders, they’re my boobs. / Pump it out, pump it out I’m feedin’ them babies / Pump it out, pump it out I’m milkin’ ma ladies / I’m dancing circles ’round you, I always got this cream / Forget the milkman, I’m the milk magician, I’m the mother dairy queen / So nimble, it’s so shhh and it doesn’t even show / That I’ve been milkin’ all along and you didn’t even know”
Now, that’s what we call wearable tech.
To have your say on this and other ads, visit the ADDS site.
Read next: ‘Be More Old’ – Seriously, Who Says That?
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