Medibank's Australian health insurance policy is slammed for advertising that viewers claim to be & # 39; mother & # 39;
& # 39; This commercial is disgraceful & # 39 ;: Medibank TV ad causes furious resistance for & # 39; mama shaming & # 39; after sending a promotion with a mother who & # 39; comes home late & # 39; – but is it REALLY that bad?
- The Australian health care provider's ad was broadcast on free-to-air TV
- Commercial showed a mother exercise while her husband left with children
- Viewers closed the ad and called it a & # 39; shame & # 39; and said that & # 39; mother is ashamed & # 39;
- Medibank apologized to its viewers for misunderstanding the commercial
Angry parents have accused Medibank of & # 39; mommy-shaming & # 39; after their latest TV ad showed a woman coming home late from work.
The promotion has received a broad backlash, but it seems that many viewers are wrong.
Far from embarrassing mothers, the insurance company says the ad should convey that mothers should take more time for themselves.
The & # 39; confusing & # 39; advertisement shows a mother who comes from a bank to practice with a voice-over from her & # 39; daughter & # 39; who says: & # 39; Thanks mom, thanks for walking. & # 39;
"Coming home late for the second time this week," the daughter says while the father sits alone with the daughter
The ad was slammed for & # 39; mama shaming & # 39; because it shows the mother (in the photo) doing things for herself
Another shot shows the man who looks unhappy while being left alone with one of the daughters.
"Coming home late for the second time this week," says the daughter.
The advertisement then shows that the father is doing push-ups while one daughter is sitting on his back and the other on the trampoline.
"That's it, focus on yourself, just see what you did to us," the daughter said as the camera zoomed out to show the mother and daughter together on the trampoline.
& # 39; At Medibank, we know that caring for yourself affects everyone around you, because if you live better, we are all better at it, & # 39; said the Medibank voice-over.
The commercial was criticized by many viewers and called it a & # 39; shame & # 39 ;.
& # 39; I really don't like that new Medibank ad, it's so bad that kids can say their mother is selfish … they are working !!!! & # 39; a woman wrote.
& # 39; Stupid ads don't make sense, & # 39; wrote another.
& # 39; Wow. Who thought this ad was a good idea? It certainly sounds like the mother is selfish to go to the gym! Surely there are better ways to convey the point than "thanks for walking on us", another comment reads.
& # 39; This commercial is confusing!, & # 39; someone else wrote.
The commercial was slammed online with viewers being the & # 39; shame & # 39; – but it seems that many have gotten the wrong end of the stick
"That's it, focus on yourself, just see what you did to us," the daughter said as the camera zooms out to show mother and daughter on the trampoline
Medibank Chief Customer Officer, David Koczkar, told Daily Mail Australia that he is sorry that people misunderstood the ad.
& # 39; We are sorry if people understood our new ad as something other than intended, & # 39; he said.
& # 39; We want to inspire all Australians to make positive, healthy changes not only for themselves but also for those closest to them, and our Live Better campaign aims to challenge the idea that it is selfish to take the time to take care of yourself. & # 39;
Medibank Chief Customer Officer, David Koczkar, told Daily Mail Australia that he is sorry that people misunderstood the ad
He explained that the advertisement was not meant to embarrass mothers but to emphasize their hard work and that they should actually take time for themselves.
& # 39; Mothers often feel guilty for taking a break in family life to do something for themselves, & # 39; said Koczkar.
& # 39; Our advertisement is not meant to embarrass mothers, but rather to emphasize the benefits a parent has when taking time to practice and the positive impact it has on the rest of the family.
& # 39; The slogan of the campaign: & # 39; If you live better, we are all better for it & # 39; speaks to the positive impact that care for yourself has on everyone around you. & # 39;
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