• by Fern Siegel , June 1, 2022

Parenthood isn’t always pretty — just ask Frida Baby, a brand that helps parents navigate it.

The company’s newest campaign, “Real Reviews,” debuts today, with a voiceover by comedian Amy Schumer, currently starring in Hulu's "Life & Beth."

Schumer voices two funny, honest product reviews scripted by actual parents that reveal some of the messier, but very real, baby moments.

The campaign and commercials, created by the Seattle-based World Famous agency, will live on Hulu and YouTube. Quinn Katherman directed the spots.

While many baby brands like to focus on happy milestone moments, such as a first step or first smile, Frida Baby highlights the more scatological or snotty aspects of babies, the reality most parents endure.

The spots feature two such reviews for Frida Baby’s bestselling products: the Nose Frida SnotSucker and Windi the Gaspasser. 

Frida, the parent company of Frida Baby and Frida Mom, is known for in-your-face advertising. Its take on parenthood isn’t filtered; it’s viewed through the prism of experience.

What makes Frida Baby's commercials different from the category is the "unapologetic pursuit of authentic and accurate storytelling," Eric Hirschhorn, Frida president, told Agency Daily. “Frida has a track record for sharing honest depictions of parenthood that have been rejected from airing because they’re too “graphic” or more recently, being the first to show lactating breasts on TV in an effort to highlight the overlooked challenges of breastfeeding.”

Hirschhorn adds: “We value the precision digital buys offer when it comes to targeting and measuring impact. Also, we appreciate the medium as a progressive place for honest, accurate and sometimes more graphic depictions of parenthood.”

The company has collected thousands of reviews about the chaos of parenting. Five of its products, including the NoseFrida and Windi, are No. 1 best sellers in their categories on Amazon. The brand says it sells more than 5 million of each, respectively.

World Famous creative work includes Taco Time Northwest, Wanma, AWS, Oculus and Google Workspace.