Bugaboo, the brand that has elevated strollers to symbols of status, has unveiled its latest offering for new moms: the Bugaboo Runner. The new advertisement cleverly portrays the idea that nothing inspires postpartum moms to get back into shape quite like watching a supermodel run in a bikini. Just kidding! Did a boardroom full of executives genuinely approve this concept?
This advertisement is undeniably amusing. The featured mom, model Clara Mendez, looks stunning. I can already hear the critics saying, “Stop body-shaming thin mothers!” But that’s not the point. Many moms look like her, and that’s perfectly fine. However, do we really need the unrealistic standards of body perfection intruding into products designed for postpartum life? There are certainly more relatable ways this ad could have been conceptualized without featuring a supermodel in a jogging bikini.
The Bugaboo Runner comes with a price tag of $800, which is already on the lower end for this brand. If you haven’t noticed, Bugaboo doesn’t cater to the everyday mom. They manufacture strollers, which are destined to get messy with dirt, goldfish crackers, and baby spit-up. Yet, their advertising consistently feels disconnected from reality.
Consider some of their previous campaigns: “A collaboration long overdue.” Really? This is a $1,700 bassinet stroller—a staggering price. It’s worth noting that these ads often don’t even include babies. Fascinating, right?
The jogging stroller’s marketing clearly aims for a sense of “fantasy.” You aren’t expected to figure out how to squeeze nursing breasts into that intricate bra or contemplate how one could run in those shorts without facing a chafing disaster. Instead, you’re meant to embrace the fantasy. It’s akin to a Victoria’s Secret advertisement, but for moms who run.
Honestly, that’s a questionable strategy. It seems Bugaboo is simply poking fun at us now.
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In summary, Bugaboo’s latest ad featuring a supermodel running in a bikini has stirred controversy and laughter, highlighting the disconnect between luxury branding and the reality of postpartum life. While the ad is visually striking, it raises questions about the portrayal of mothers and the standards of fitness and beauty in marketing.