Oreo cookies and mother's milk: are you offended by this advertisement?
Oreo cookies and mother's milk: are you offended by this advertisement?

Video: Oreo cookies and mother's milk: are you offended by this advertisement?

Video: Oreo cookies and mother's milk: are you offended by this advertisement?
Video: The Weirdest Japanese Commercial (Yes Milk) 2024, March
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Today the overseas media and beyond are bouncing this image of Oreo cookies. Okay, the use of Photoshop is questionable, and that doesn't look like a mother's breast in the least. It is a patinated and sexualized breast, but the context should be enough to de-sexualize it: the primordial instinct of protection, at the sight of a newborn, surpasses any steroid drift. Of course breastfeeding used to sell cookies!

What you need to ask is: what is the target of this campaign? The male is terrified, the female is not convinced, and there are no families that leave the shopping to the newborns: so what? The only plausible explanation is that it is a viral made on purpose for the media, including us, to talk about it. Mission accomplished. After all, the boobs are liked, the chocolate cookies are liked, the chocolate cookies are soaked in milk.

For not knowing how to read or write, Kraft, owner of the Oreo brand, specified that the image, created by the South Korean agency Cheil Worldwide, is an advertising photo for internal use, not intended for the general public and accidentally ended up online. By now, however, the leak has existed, the omelette is done.

After all, buying advertising space costs, circulating a viral is free. The American advertising industry is full of examples of commercials that are too bold for television that have had the effect of getting the brand talked about without spending a nickel to buy space: from Serena Williams' too sexy commercial for the Top Spin 4 video game to - returning to the topic of food - that of Mary J. Blige for Burger King, considered racially indelicate. In our own small way, where by "our little one" I mean the virtually cramped and dark editorial staff of Intravino, there was enough talk of this AIS promotional campaign, as a result of which there was a discreet uproar even for the publication of unapproved images.

What then breastfeeding is a topic so serious and so facetious. It becomes facetious when they come out like Baby Gaga, the mother's milk-based ice cream -plateally inspired by Lady Gaga's excessive use of food as an icon- that we talked about last year.

On the other hand, it is serious, tremendously serious, the age of powdered milk - especially in old Europe - has gone down for decades and healthiness, in addition to breastfeeding modesty it is more or less evident to everyone. First of all to the militants of the triple L, La Leche League, in truth often zealous to the point of having the most classic of the opposite effects - noble cause taken to the extreme and consequent passage to the side of the wrong.

All this while continuing to ask me, unanswered, WHY should a photo of a breastfed baby sell more biscuits? Then, isn't it likely to be offensive?

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