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Breast pump company Elvie has received mixed responses by viewers for its tongue-in-cheek music video ad that compares nursing mothers to cows being milked.

The spot, which promotes its “world’s first silent wearable breast pump,” shows four mothers in a barn with actual cows in the background.

They dance along to a song that contains lyrics such as, “Yes, I milk myself, but you don’t see no tail” and “In case you hadn’t noticed these are not udders, they’re my boobs.”

The chorus of the song goes, “Pump it out, pump it out, I’m feeding them babies, pump it out, pump it out, I’m milking my ladies.” The ad has garnered more than 77,000 views on Facebook and has received mixed reactions from internet users.

One Facebook user wrote, “Very poor decision using cows to advertise this product. Like us they need to get pregnant and give birth in order to produce milk, except their babies are stolen from them within days of giving birth.”

Another wrote, “Understandably traumatic for both mother and baby. But yeah why not use them to advertise a breast pump for mothers who get to keep their babies?”

However, some users defended the ad, calling the song “hilarious.” A user who thought the ad was a “genius idea” said, “I would’ve had one if I was still breastfeeding. Pumping made me feel exactly like a cow. The advert is a little mad but I took it for what it was. This is a genius product.”

“This is a fun advert aimed at mums who pump (often in their workplaces or toilets) and feel like ‘cows’. This is not an advert praising or judging the dairy industry,” commented another.

The four women in the video reveal at the end that they had been dancing with the breast pump tucked in their bras. The idea behind this ad is to change the perception of women towards breast pumps. Women usually “feel like cows” when they breast-pump. However, the ‘Elvie Pump’ is a silent device that allows women the freedom to move around while pumping; the device eliminates wires and tubes so they can be fit discreetly in a nursing bra.

Partner at Mother Ana Balarin said the ‘Elvie Pump’ is a “revolutionary product” and it deserves a “bold an provocative launch.” The company wishes to demonstrate the device in an “entertaining and relatable way” while highlighting the freedom mothers can experience when they use the pump.

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Pumping. Unplugged – Elvie Pump

Breast pumping shouldn’t make you feel like a dairy cow! Introducing Elvie Pump, the world’s first silent wearable breast pump. Cut those cords and sing along: "these are not udders, they're my boobs"! http://bit.ly/ElviePump

#breastpump #breastpumping #motherhood

Director: Fiona Jane Burgess, with an all female dance cast of mums: Ibs, Nuna, Hannah and Stephanie.

Posted by Elvie on Monday, September 17, 2018

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[via Independent, opening image via Hello Elvie] http://www.designtaxi.com/news/401770/Breast-Pump-Ad-That-Likens-Nursing-Mothers-To-Cows-Being-Milked-Divides-Viewers/

The post Breast Pump Ad That Likens Nursing Mothers To Cows Being Milked Divides Viewers appeared first on Digital Marketing Agency Cardiff, South Wales & Website Marketing inc. Sales and Marketing, SEO & Social Media Consultancy, Training & Services. http://www.maconsultancycardiff.com

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