Monday, May 04, 2009

Sh.ane Co. - I am appalled

I don't know if any of you have heard the most recent Mo.ther's Day ad from the Sh.ane Co. Every time I hear it, I want to chuck my radio right out the darn door. I am just blown away by the misconceptions, and blatant stereotyping that is in this ad.
If you haven't heard it, the intro goes like this:

"What do your wife and your mother have in common, other than you? ...Children of course."

There are many things that upset me about this ad but the one thing that stands out the most are the words "of course" So this morning after hearing this ad once again on my way to work, I decided to write Mr. Shane an email - here it is:

Mr. Shane - I live in the Phoenix area and am quite familiar with all of the advertising your company does here. I was absolutely appalled when I heard the most recent Mother's Day ad it starts out "What do your wife and mother have in common other than you? Children of course."

Well guess what, there are women out there that are unable to give their husband's children and as if Mother's Day wasn't hard enough for these women, an ad like that just puts fuel on the fire. What about the couples that choose not to have children? Where do they fit into your advertising campaign? Is a wife less important or significant because she is not a mother? Does that make her less of a wife?

I understand that you can not cover all demographics in your advertising; however I think it is extremely brazen for you to assume that being a wife means being a mom. That is often not the case. The words "of course" at the end of the advertising statement make it sound like a no brainer and that obviously if you are a wife, then you are a mom.
Well Tom, for me and millions of other couples in your marketing demographic, that is not true. It is a painful, agonizing struggle to start a family and the stereotypes in your advertising make it that much more difficult.

I am extremely disappointed in this ad and the blatant untruths in it.


It probably won't do any good, it may not even be read, but it made me feel a little better.


Nikki said...

I'm glad you are saying something! It's not just the Shane Co ad, but so many others out there at this time of the year. As it is IF is a hard thing to deal with - and to make it worse by ad campaigns like these! Shame on them!

Just a Girl in Love w/ a Soldier said...

WAY TO GO, let him have it. It's so nice seeing you making a stand for how you feel and not letting some one get you down. (i know this did, but at least you commented back and are moving forward!!).
Love you babe,

The Unproductive One said...

As long as it made you feel better getting it written out and sending it off, who cares if they read it or not. I imagine they WOULD read it though, most companies like to get feedback be it good or bad.

It IS a kicker that most companies just don't get infertility and have their heads stuck in the sand about it but that appears to be what 99% of the worlds population does as well if it doesn't directly affect them....


Hillary said...

Awesome letter!

Dreamer4agift said...

I have to tell you, Nichole, you are totally inspiring and impressing me. I'm so glad that you were able to have those conversations with your mom and your sister...along with your GYN. Good for you to stick up for yourself and have enough guts to lay out your own plan to the dr. I know that IF totally sucks and unless someone goes through it personally, it's hard to completely understand. However, even though you're still in the trenches, I can see you growing and becoming an incredible person. Keep on this track you're on, it definitely suits you:-)

Always in my prayers, ((hugs))

A said...

AWESOME post!! i wrote about the commercial recently- it includes "dog moms" (which resonates with me) and at the end says "every mom counts"!! mother's day is so hard- i wish more companies would recognize those of us whose hearts break that day...