Let’s be honest: television commercials rarely offer an authentic portrayal of daily life. In the realm of advertising, where image is everything, genuine representation often takes a backseat. Jewelry brands, in particular, tend to romanticize significant life events, with Kay Jewelers being a prime example of this trend. One advertisement stands out for its unrealistic depiction of new motherhood, and it’s worth examining.
In this commercial, a radiant young mother, swathed in a plush white robe, gently rocks her newborn after a late-night feeding on Christmas. Suddenly, her husband appears, having risen in the middle of the night solely to illuminate the Christmas tree and present her with a watch. Because, naturally, a new mom desperately needs a reminder that she’s always on the clock.
This ad first aired during the 2009 holiday season, coinciding with my own experience of new motherhood. I often caught the commercial while nursing my infant, and it filled me with frustration, as I found it to be profoundly misleading. Let’s dissect the portrayal versus the reality.
Kay Jewelers’ Depiction vs. Reality
Kay Jewelers’ Depiction: A new mother exudes tranquility, welcoming the late-night feeding with glowing skin and perfect hair, comfortably wrapped in a cozy robe.
Reality: When I woke for those 2 a.m. feedings, I felt far from serene. My skin looked haggard, my hair was a disheveled mess, and I often wore the same clothes from the previous day—if not the day before that. Plush robes were nowhere in sight; I was more likely to be clad in stained yoga pants and a nursing bra.
Kay Jewelers’ Depiction: New mothers are blissfully content to be awake in the wee hours, rocking their baby with joy.
Reality: I’ll admit that I was not thrilled to be awake at such an hour. The only thing on TV was a Zumba infomercial, and it felt like I was the only person in the world awake. After a feeding, I barely had time to close my eyes before my baby was hungry again.
Kay Jewelers’ Depiction: The early days of parenthood are so enchanting that a husband will surprise his wife during a feeding, showering her with tokens of affection.
Reality: The truth is, those initial weeks (and often months) of parenthood are far from romantic. A sleep-deprived father is unlikely to spring into action at 2 a.m. unless prompted. The only time he might wake up is if he’s trying to locate his sense of manhood, which probably feels lost during this exhausting phase.
Let’s imagine, for fun, that my husband did join me for a 2 a.m. feeding. In reality, I would have handed him the baby and promptly returned to bed for much-needed rest. The idea of receiving a gift at such an hour is laughable, especially when you’re in survival mode.
The absurdity of this ad, paired with the apparent disconnect from the realities of new motherhood, is what fueled my irritation. Additionally, the commercial ends with the father asking if their newborn will remember her first Christmas—let’s be real; she won’t remember a thing.
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In summary, the portrayal of new motherhood in commercials like Kay Jewelers’ is often a far cry from reality. The romanticized images can create unrealistic expectations for new parents, who are navigating a challenging and transformative period in their lives.
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