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Published/Aired: 
October 2009

Also From This Campaign (4 items)

Description: 
Advertising Agency: Extreme Group, Halifax, Canada
Creative Director: Shawn King
Art Director: Anthony Taaffe
Copywriter: Cliff Thompson

Comments (11)

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Highest Rated

Guest's picture
Guest

Society makes breastfeeding seem like second nature. But many women have problems doing so, and as a result are treated like they're bad mothers. The ad takes something typical - in this case, music - and reassures new mothers that no one is born with the automatic skills, and that it can take time to do it right. I think that it's a very good ad with a very positive and necessary message.

Prof's picture
Prof
Activity Score 1449

thats a really forced concept, feels like student type approach. sterile campaign imho

Quite really.

Wordnerd's picture
Wordnerd
Activity Score 6692

agree. this is so forced and random. comparing brestfeeding to learning to play the piano? give me a break
(plus 'any different?' doesn't go with the music!)

doc's picture
doc
Activity Score 46

eh because last time i looked breasts were very different to a piano????

Guest's picture
Guest

agree with prof and wordnerd, just so forced (and badly executed, by the way!)

F.Abboud's picture
F.Abboud
Activity Score 218

Actually I like the idea and the concept; it's not forced at all; breastfeeding is one of the hardest things a new mom can learn; it needs patience and technique; same as music; very good comparison and thumb up!

gmint7's picture
gmint7
Activity Score 2683

agree with all.
breastfeeding needs learning.
piano needs learning
but.
breastfeeding and piano is a disconnect.
reason: for everything else except for that tiny insight, none resembles both idea.
argument: learning how to type,swiming,walking, running.. ALL also needs time. hence, we could run all that as the ad!

result::feels forced. despite getting the message across.

wow... talk about analyzing..

:::J:::

Guest's picture
Guest

ive got it! how about we show tony hawk trying over and over to land the 900 on a huge halfpipe. finally on the last try, he nails it, and the crowd goes wild!! then the tagline comes in,

"tony hawk attempted the 900 fifty-four times before landing it. why should breastfeeding be any different?"

it's bulletproof.

Wordnerd's picture
Wordnerd
Activity Score 6692

that's genius! ;)

gmint7's picture
gmint7
Activity Score 2683

cannes!

:::J:::

theanc's picture
theanc
Activity Score 2783

There's not really a link between learning music and breastfeeding.

Guest's picture
Guest

Society makes breastfeeding seem like second nature. But many women have problems doing so, and as a result are treated like they're bad mothers. The ad takes something typical - in this case, music - and reassures new mothers that no one is born with the automatic skills, and that it can take time to do it right. I think that it's a very good ad with a very positive and necessary message.

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