The 5 Most Controversial Billboards of 2024

  Rassegna Stampa, Social
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5. Molly Baz makes her return to Times Square with formula maker Bobbie

Woman breastfeeding a baby in front of a billboard
Art imitates life: Molly Baz breastfeeds her baby in front of her Times Square billboard for Bobbie, in which she’s breastfeeding her baby.

The ad: In a full circle moment, fast-growing startup Bobbie tackled a double dose of stigma—breastfeeding in public and swapping mother’s milk for formula—with a campaign fronted by Baz, and her baby Gio, post-Swehl media stir.

Why it got people talking: The billboard marked the first time Times Square had ever run an out-of-home ad starring a breastfeeding mother. Bobbie worked with Outfront Media for the placement, with the caveat that there would be “no nipple” visible in the ad. The brand had approval for the image within 30 minutes of submitting it.

What happened next: This ad certainly wasn’t as controversial as the Swehl campaign. In fact, it was widely lauded, having negotiated any censorship rules beforehand. “We’re not just doing out-of-home for its own sake, just selling product by showing tins of formula,” Kim Chappell, chief brand officer, told ADWEEK. “We’re doing it because we have something to say, and we want people to know who we are and what we stand for as a team of moms.”

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