Breastfeeding moms dance around dairy cows in a barn in a hilarious new campaign for Elvie Breast Pump, a silent, wire-free breast pump that’s aimed at revolutionizing the experience of pumping milk for women.
The campaign, by Mother, features a song with lyrics such as ”In case you had not noticed, these are not udders, they’re my boobs.” The women perform a dance which concludes with the words: "I've been milking all along, and you didn't even know," before revealing that they're wearing the Elvie pump. The director, Fiona Jane Burgess, and all four dancers were mothers who have experienced first-hand the challenges of expressing and the limitations brought by traditional breast pumps.
The Elvie pump fits into a standard nursing bra, has no wires and connects to a smartphone app that controls the pump and monitors milk flow and pumping times. The concept focuses on the insight that, until now, new mothers had to be hooked up to clunky and noisy contraptions to express milk, and kept telling us how they felt “like a cow.” In case you're wondering, the pump apparently increases your bra cups about two sizes--so whether that's a plus or minus you can leave up to the user.
"Most traditional breast pumps are actually based on cow lactation systems,” says CEO and founder of Elvie Tania Boler, speaking to Ad Age's Creativity. "It makes me angry that people have been putting up with such bad products--they haven't changed in decades."
Boler, a former global director of research and innovation at Marie Stopes, is launching the breast pump following the success of Elvie's first product, a pelvic floor exerciser called the Trainer which is now available on the U.K.’s National Health Service. She believes the so-called “femtech” market is taking off, fueled by a surge in feminism, the rise of connected devices and the appetite of the consumer for "wellness" rather than medical devices.
Boler says when she looked into the breast pump market, she found that women were putting up with products that were "painful, noisy and taking up too much time.” However breast pumping is increasing year on year and 80 per cent of new mothers pump, says Boler (more in the U.S. than U.K. as women tend to have shorter maternity leave). Women are often put off by the “shame and secrecy” around pumping and as a result, stop breastfeeding earlier than they would have done.
The campaign uses humor, says Elvie, to get real-life mothers talking about the pump. As well as the ad, the launch of the Elvie pump has included a stunt at London Fashion Week where a model revealed that she had been pumping during a runway session.