A new campaign from baby goods brand Tommee Tippee portrays breastfeeding in all its glory as it aims to open up a more honest conversation around the topic of baby feeding in general.

Running in the U.K., U.S. and Australia, the "Boob Life" campaign kicks off with a hero spot, created by agency Manifest, featuring real-life moms and babies. We see moms expressing breast milk, pumping, leaking and more.

However, it's not all about those who breastfeed successfully: there's also a woman bottle-feeding, another with a double mastectomy—an inclusive nod to the fact that not all women are able to or want to breastfeed. The spot, directed by Fiona Jane Burgess via Manchester, U.K.-based production company The Gate, also uses plenty of imagery, including fruits being squeezed and fried eggs, to help celebrate all things boob-related.

The campaign promotes two new additions to Tommee Tippee’s "Made for Me" range; breast pads available in different shapes, sizes and absorbencies, and a Double Electric Breast Pump. It was created after the brand carried out qualitative and quantitative research with over 750 women and uncovered that many first-time mothers feel under-prepared for the realities of feeding. 74% of the women surveyed globally said they feel society overlooks breastfeeding challenges, with half  admitting to feeling pressured to breastfeed, even if they struggle to do so. And 56% of women revealed that breastfeeding affected their mental wellness. 

The aim of the campaign is to empower women to be more confident about feeding and deliver an honest message about its realities. As well as the hero film, the wider campaign will include a six-part digital content series called "Spill the Milk," which aims to demystify elements of feeding, from "the latch" to "milk supply" and "dealing with judgment."

“It is our mission to ensure all new mums can have positive feeding experiences, and with Manifest, we’ve been able to develop a global strategy to help make that a reality," said Neil Knowles, global campaign and content manager at Tommee Tippee, in a statement. "Up until now, the category has failed to stand up against the challenges mums face when it comes to feeding, and women across the world have been impacted by this."

“We listened to women from all over the world who shared their unique experiences, revealing their hopes and fears surrounding feeding," added Chomoi Picho-Owiny, creative director at Manifest. "There is a lot of expectation and pressure put upon new mothers who often feel they have to feed in a certain way, and too often this is compromising their own mental and physical health. Many women we spoke with had wished people had been more real and honest with them, and it’s from this insight that 'The Boob Life' was born.”