When babymaking isn’t so simple, Frida Fertility makes it easier

Known for its postpartum recovery kits and the snot-sucking device every parent hates but loves, Frida is tackling another reality of parenting: starting a family. To announce the launch of its third consumer brand, Frida Fertility, the company has released the “Trying Can Be Trying” campaign from creative agency Majestic Beast. 

Frida Fertility was created to demystify the process of trying to conceive for parents who were only taught how not to get pregnant in their sex education classes. According to a study by the Royal College of Obstetricians and Gynaecologists, six in 10 women believe they can get pregnant any day of their cycle and seven in 10 don’t know when they’re ovulating. The “Trying Can Be Trying” campaign highlights the myths that spread when relying on Google for conception advice.  

The ad opens with a couple being asked the dreaded “How do you make a baby?” question by their son. Cut to the parents trying a range of questionable conception methods, from using turkey basters to eating pineapple cores.

Finally the commercial ends with the dad telling his son, “This is also cool. Daddy had to stop wearing tighty-whities,” before cutting to a shot of Frida Fertility products and a super that reads “Better your chances.”

The new line of products offers solutions to couples trying to conceive, including pre-conception supplements, ovulation prediction tests and at-home insemination kits.