Oscars reject postpartum ad as 'too graphic,' raising ire from Busy Philipps, supporters

Cydney Henderson | USA TODAY

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The Oscars are catching some heat before Hollywood's biggest night has even started after rejecting a postpartum television commercial for being "too graphic."

Frida Mom, a brand dedicated to postpartum preparedness for new mothers, revealed on social media Friday that ABC and the Academy banned their advertisement from airing during Sunday's ceremony.

"The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show," the company wrote on Instagram after sharing the commercial. "It's not 'violent, political' or sexual in nature. Our ad is not 'religious or lewd' and does not portray 'guns or ammunition.' 'Feminine hygiene & hemorrhoid relief' are also banned subjects."

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The 60-second ad shows a mother struggling to use the bathroom following childbirth. After her crying newborn wakes her in the middle of the night, the mother changes her mesh underwear, among other things, with her postpartum belly visible.

"It’s just a new mom, home with her baby and her new body for the first time," Frida Mom explained. "Yet it was rejected. And we wonder why new moms feel unprepared."

In a statement to Health.com, the company said their clip violated the Academy of Motion Picture Arts and Sciences' guidelines for being "too graphic with partial nudity and product demonstration."

USA TODAY reached out to Frida for comment. The Academy didn't immediately respond to USA TODAY's request for comment.

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Despite not making it to the air, the postpartum commercial received a wave of support online, including a nod from Busy Philipps, who said the ad made her emotional.

"I legit teared up when I just watched it," she wrote on Instagram. "I DO believe so strongly that the more we can NORMALIZE A WOMAN'S BODILY EXPERIENCE IN MEDIA, the better off our culture and society will be. AND YES THAT MEANS ADS TOO."

Philipps called out double standards on air, noting that many viewers "probably don't even flinch when an Erectile Disfunction ad comes on but THIS AD IS REJECTED?!"

"I think this is an incredible piece of advertising that accurately represents something millions of women know intimately," she added. "And I'm so (expletive) sick of living in a society where the act of simply BEING A WOMAN is rejected by the gatekeepers of media. Well. Shame on them and NOT on us for simply being human women."

Elizabeth Banks added, "Bravo Busy."

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