Breastfeeding has been in the spotlight this past year in ads for Nike, Tommee Tippee and Frida Mom. Now, Facebook has joined the conversation in a Mother's Day campaign promoting the brand's Portal videoconferencing device. 

On Monday, Facebook unveiled a new spot titled “Rugby Hold,” a reference to the breastfeeding position. It features a new mom getting advice from her own mother over Portal. The spot, set to run on TV and digital channels, was produced by Facebook Reality Labs and TBWA London.

Portals are screen-based calling devices that cost between $149 and $279, depending on the model. Facebook has been doubling down on its Portal development and marketing, especially during the COVID-19 pandemic, depicting it as a lifeline for families to communicate during the quarantines. In the past two years, Facebook has made significant marketing pushes for Portal around holidays and other events. In 2019, Facebook teamed up with The Muppets for a Portal push, and last year, celebrities Leslie Jones and Rebel Wilson were part of the product's advertising.

The film is just one part of Facebook's integrated push. It will also be featuring mom-focused content on its social channels in the lead-up to Mother's Day, including conversations with diverse mom influencers. 

Facebook is just the latest advertiser to feature an ad destigmatizing this aspect of motherhood. In February, Frida Mom ran a commercial during NBC’s Golden Globes broadcast about the challenges of nursing. In March, Nike launched a campaign for its maternity line of sports apparel that also touched on the subject of breastfeeding.

The commercial is one of Facebook’s first since the company announced earlier this month that it was looking for new creative agency partners. Facebook hired new CMO Alex Schultz last September, and kicked of a global media review for its $750 million advertising operation in March.

Facebook has worked with Mindshare and Dentsu as its media buying agencies since 2014, and has a roster of creative agencies that help with work across its multiple brands. Earlier this month, Facebook-owned Instagram picked Johannes Leonard to help with its creative strategy.