Let’s be honest—television commercials are rarely a true reflection of real life. In the polished realm of advertising, genuine portrayals often take a backseat to idealized fantasies. Jewelry brands, in particular, excel at spinning every holiday and major life milestone into an over-the-top romantic narrative, with Kay Jewelers leading the charge in this syrupy trend. One ad, in particular, exemplifies this unrealistic approach to motherhood in a way that feels utterly disconnected from reality.
In this cringe-worthy commercial, a radiant young mother is seen gently rocking her newborn in a plush white robe after a late-night feeding on Christmas morning. Suddenly, her husband, having risen from the shadows, lights up the Christmas tree and presents her with a watch. How thoughtful! Because what a new mother truly needs at 2 AM is a reminder that she is always racing against the clock.
This absurd portrayal first aired during the 2009 holiday season, coinciding with my own journey through new motherhood. I often encountered this ad while nursing my baby, and it filled me with an irrational fury due to its blatant falsehoods. Let’s dissect this commercial:
According to Kay Jewelers:
A new mother embodies serene motherhood as she rises at 2 AM, glowing with dewy skin and immaculate hair, wrapped in a cozy robe.
Reality:
During my late-night feedings, I looked anything but serene. My skin was pale and tired, my hair a disheveled mess, and I often wore clothes from the previous day—if not the one before that. Forget the plush robe; I was more likely to be in stained yoga pants and a nursing bra, far from the tranquil maternal figure portrayed on screen.
According to Kay Jewelers:
New mothers are blissfully content during midnight feedings, cozily rocking their babies.
Reality:
I admit, I was not thrilled to be awake at such an hour. The only entertainment available was the endless loop of Zumba infomercials, and it often felt like I was the only person in the world still up. Once I finally got my daughter to sleep, I would scramble back to bed to grab whatever precious moments of sleep I could before she awoke again.
According to Kay Jewelers:
The early days of parenthood are so romantic that husbands will surprise their wives during those nighttime feedings with gifts to symbolize their love.
Reality:
This notion is laughable. The early weeks and months of parenthood are anything but romantic. Moreover, no sleep-deprived father would voluntarily rise in the night for anything other than basic survival. The only time they might get up is when they’re trying to rediscover their sense of self after feeling reduced to a supporting role.
Just for fun, let’s imagine if my husband had joined me for that 2 AM feeding. In such a scenario, I would have likely passed our satisfied baby to him and returned to bed, leaving him to manage the lights and gift while I blissfully slept. That’s much more realistic than Kay Jewelers’ fantasy.
My frustration with this commercial stems from the ridiculousness of it all and the apparent lack of understanding from the marketing team behind it. To top it off, the ad concludes with the clueless father wondering if their newborn will remember her first Christmas. Spoiler: she won’t.
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In summary, the portrayal of new motherhood in advertising is often far from reality, filled with unrealistic expectations and scenarios. Rather than romanticizing the experience, we should embrace the chaos and the truth of those early parenting days.