Frida Mom taps Ryan Reynolds' Maximum Effort to warn new moms about dicks

A frank discussion about bad things to avoid after giving birth

Published On
Dec 16, 2020

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Two real-life medical professionals, dressed in their scrubs, stand before the camera in what seems like a run-of-the-mill instructional video for moms entering their “fourth trimester,” the period of adjustment your body goes through right after childbirth.

But it becomes clear that this is definitely not your run-of-the-mill instructional video when they dish out a key piece of advice: “Avoid dicks.”

There are the expected “dicks” to steer clear of, they say. “No dicks inside you physically if you happen to be heterosexual,” one advises. 

But then there are the “dicks” you may not be cognizant of, like the “thoughtless” dicks (friends and loved ones who pay too much attention to the baby while ignoring mom); the “professional” dicks at the drugstore who don’t give you the time of day and the “I’ve been there” dicks (moms, grandmas and aunts who think they know better than you because they’ve gone through childbirth and child rearing).

All this turns out to be a PSA about postpartum care from mother-focused brand Frida Mom, created out of Ryan Reynolds’ agency Maximum Effort.

The company is known for its bold messaging and earlier this year debuted an ad that was “banned” from the Oscars for its portrayal of real moms post-childbirth (one scene featured a new mother in pain while sitting on the toilet, changing her sanitary pad).  Frida Mom tapped Maximum Effort to bring a more lighthearted take on life after giving birth. The company saw synergies between its own brand’s authentic representations and Maximum Effort’s approach to marketing. Also, Ryan Reynolds is a parent of three, so perhaps he’s been witness to a lot of postpartum dicks too.


Dec 16, 2020
Client :
Frida Mom
Agency :
Maximum Effort

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