Parenting Isn't Pretty in This Plum Organics Ad, and That's the Point

Brand joins a trend in offering 'unfiltered' look

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The latest baby-food ad to make the rounds isn't what you'd expect. No perfectly tidy nurseries or matching outfits for JCPenney portraits here. Plum Organics' #ParentingUnfiltered campaign is about real family life—messy, frustrating and somehow wonderful just the same.

We see scenes familiar to any modern parent—pumping milk at work, crying over an iPad, a somber goodbye to a pet goldfish, late nights and tired eyes. It finishes with the copy, "If it feels like parenting isn't always perfect, you're doing it right."

Refreshingly, it's neither mom- nor dad-focused (dad's not the caricatural buffoon, for example), and there are same-sex couples and people of color.

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