Bugaboo, the brand that has turned the stroller into a must-have luxury item, has recently introduced a new model that’s sure to catch the eye of postpartum moms: the Bugaboo Runner. Their latest advertisement is generating quite the buzz, showcasing a supermodel running in a bikini. Because, obviously, nothing screams “welcome back to fitness” for new moms like a perfectly toned model, right? I can’t help but wonder if a room full of executives genuinely approved this concept.
The ad is amusing, to say the least. The model, a striking figure named Lila Vandermeer, looks fantastic. But before anyone jumps on the “don’t shame thin moms” bandwagon, let’s clarify: it’s not about that. Many moms look fabulous, and that’s fantastic! However, do we really need the relentless pursuit of body perfection infiltrating the world of postpartum products? There are countless ways to promote fitness gear without relying on a supermodel decked out in a jogging bikini.
With a price tag of $800—on the lower end for Bugaboo—this stroller isn’t exactly aimed at the everyday mom. Bugaboo has crafted products that are meant to endure the messes of parenting, from dirt to goldfish crumbs and spit-up. Yet, their marketing often feels wildly disconnected from reality. Let’s take a stroll down memory lane and revisit some previous campaigns:
“A partnership long overdue.” Really? Is it? This is a $1700 bassinet stroller we’re talking about here, just to put things into perspective. Interestingly, the ads rarely feature actual babies. What a concept!
The new jogging stroller ad seems to lean into a “fantasy” vibe. It’s not about figuring out how to accommodate nursing needs or the practicalities of running in that attire; it’s more about embracing the allure without the nitty-gritty. It feels reminiscent of a Victoria’s Secret campaign, but aimed at moms who enjoy jogging.
Honestly, this seems like a questionable approach. At this point, it feels like Bugaboo is just playfully teasing its audience.
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In summary, Bugaboo’s latest ad promoting their new stroller has sparked conversations about body image and marketing in the parenting space. While the ad is undoubtedly eye-catching, it raises important questions about representation and the realities of motherhood.