Folks with DVRs or the munchies may have missed it, but on Sunday night a commercial played that had me cheering. A brand new ad for Pampers Swaddlers ran on Canada’s Space Channel. It featured a breastfeeding mum and baby.

The ad shows a mum nursing her approximately 3 month old baby. The chubby, smiling baby is stripped down to its diaper and nursing in the cradle position. It looks up at it’s mum and smiles while still latched on. The mum, looks down lovingly at her baby. One shot shows the mum’s adoring face from the perspective of the nursing infant.

A voiceover begins,”You’re three months old now and you enjoy your liquid diet…”

The purpose of the ad is to introduce an improvement to Pampers Swaddlers brand diapers. A fine mesh layer has been added to the inside of the diaper and it’s purported to be there to help combat the uniquely explosive and almost liquid bowel movements of breastfed babies.

I, for one, am ecstatic about this ad. Even though the words breastmilk, breastfed or nursing are never used, it is obvious that this mother-infant pair are breastfeeding. Not once do you see any tiny scrap of skin that could be even remotely attributed to the breast, the areola or the nipple. Cranks afraid that breastfeeding means the sexual display of breasts will find nothing to squawk about in this commercial.

Seeing this in a prime time commercial is remarkable. Even more remarkable is that major product lines are making adjustments to their products to accommodate the breastfed baby.

Breastfeeding is going mainstream!

Have you seen any mainstream breastfeeding images that lead you to believe that breastfeeding is becoming more normalized?

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