Molly Baz, a prominent figure among millennial cooks, has recently made waves with her transition from culinary influencer to advocate for parenting and infant care after her pregnancy. In May, she participated in a marketing campaign for Swehl, a breastfeeding startup, where she showcased a playful new recipe for lactation cookies. In a visually striking ad, Baz posed in a bikini, highlighting her pregnant form while humorously balancing cookies on her chest, accompanied by the playful tagline, “Just Add Milk.”
Shortly before Mother’s Day, a massive 45-foot digital billboard of this image was displayed in Times Square, only to be taken down shortly afterward by Clear Channel Outdoor, which claimed the ad violated its content guidelines. This decision raised eyebrows, particularly for Baz who took to Instagram to express her disbelief over the censorship. She contrasted her campaign’s removal with the abundance of lingerie ads that continue to dominate the Times Square landscape, which feature non-pregnant models in revealing attire. In her post, Baz pointedly highlighted the irony of the situation, emphasizing a culture that markets towards the male gaze while suppressing a celebration of motherhood.
This incident underscores the ongoing conversation about body positivity and the representation of motherhood in media. While Baz’s playful campaign aimed to normalize breastfeeding and celebrate pregnant bodies, it also raises important questions about societal perceptions of women, particularly those who are pregnant.
In a hopeful and positive light, Baz’s efforts open the door to further discussions on the representation of diverse body types and experiences in advertising. As more and more influencers step into the spotlight, there’s a potential for greater acceptance of varied depictions of motherhood and femininity, challenging outdated norms and fostering a culture of inclusivity.