Breast Police and Pool Birthers Face Off in Similac's Ad About Competitive Parenting

Stop Judging, Says Infant Formula Brand

Published On
Jan 26, 2015

Editor's Pick

This spot by infant formula brand Similac is going viral among social media-savvy Moms -- and it's easy to see why. It homes in on the kind of competitive parenting that sees mothers (and fathers) judging each other, not only over breast feeding versus formula, but atttachment-sling versus stroller, natural birth versus C-section and more.

Anyone who's ever hung out on a parenting website will recognize the different tribes, but there's a twist in the tale just as there's about to be a rumble in the playground. With over 2.5 million YouTube views so far, Similac's message -- that we're all parents, first and foremost -- has clearly struck a nerve. The ad is by Publicis Kaplan Thaler, and directed by Baker Smith of Harvest Films.

Read more about the campaign over at


Jan 26, 2015
Brand :
Client :
Agency :
Publicis Kaplan Thaler
Production Company :
Harvest Films
Director :
Baker Smith

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