A recently-released commercial from the popular personal hygiene company Dove, which centers on the lives of “real moms,” includes a father who identifies as the co-mother of his child.
“Meet #RealMoms whose diverse parenting styles shatter stereotypes about motherhood and prove that there are no rules about how to be a parent today,” a description of advertisement, released on April 6, reads.
Mothers from various vocational backgrounds share their personal thoughts about parenting in the nearly two-minute production, from a cattle rancher to a dance instructor to a rock climber. Included in the mix is a man named Shea, who identifies as a woman. He explains that both he and his wife are the biological parents of their infant son.
“You get people who are like, ‘What do you mean [that] you’re the mom?'” Shea states. “We’re like, ‘We’re both going to be moms!”
His wife smiles as he laughs about the concept.
Shea also later advises that “[t]here’s no one right way to do it all” in motherhood.
However, the group One Million Moms, has expressed concern about the commercial and Dove’s inclusion of a man as a “real mom.”
“’Shea’s’ delusional belief that he can be a woman and a mother suggests the absurd idea that belief can alter reality. The message of the ad is that good mothers are those who fully embrace their own selfish desires and their own internal sense of right, wrong, and reality,” it wrote in a blog post on Tuesday.
The organization reached out to Dove about its “transgender” messaging, but the company’s consumer services department simply said that the commercial was not meant to be offensive.
“We certainly apologize and did not wish to offend anyone; we thank you for being a loyal consumer to our brand. Our ads are designed to be informative, truthful and ‘in good taste.’ The agencies creating our advertising adhere strictly to our guidelines,” it responded. “In developing product messages, we may not always anticipate all possible implications of a television commercial.”
As previously reported, last summer, the athletics apparel company Nike used its advertising dollars to laud a female athlete who identifies as a man and serves on the U.S. men’s national team. The commercial, which was part of Nike’s “Unlimited” campaign, featured Chris Mosier, a duathlon and triathlon competitor who became the first “transgender” to garner a spot on the team.
“Hey, Chris. How’d you know you’d be fast enough to compete against men?” the commercial began.
Nike also posted an article about the advertisement on its website, stating that Mosier didn’t feel she was “competing as [her] authentic self” by participating in female athletics.