Mummy Buzz


Bugaboo Stroller Ad Features Mom Running in BIKINI

Grab the duct tape and get going!

Bugaboo strollers

I don't know about you but whenever I go for a run, I make sure to pop my baby into the Bugaboo before slipping into my hottest bikini

The Amsterdam retailer has inadvertently got moms giggling over an ad in which bikini-clad supermodel Ymre Stiekema does just that with her two year-old daughter.


See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner. Stay tuned for more running tips!

Posted by Bugaboo on Tuesday, July 21, 2015


And so Bugaboo became the laughingstock of Facebook:  

"I [run] too!! But I also need a half roll of duck (sic) tape for jiggle maintenance ;) "

"TOTALLY RELATABLE, GUYS," wrote one mom.

"I just wonder how the heck they got that picture of me?"

At upwards of $800, the Bugaboo is not the everywoman stroller; neither is the mom bod used to advertise the product.

But is that even a problem? Although the image could not be further from reality for most of us, Stiekema is a mom so it's clearly HER reality — and besides, it's promotional. Aspirational, even. Since when is advertising meant to be realistic?

So if the ad fails, it's only because Bugaboo hasn't got a handle on what real moms identify with, i.e. where is the mom jogging in the ratty yoga pants and spit-up covered T-shirt?

Following its obvious gaffe, the retailer has vowed to provide other marketing initiatives that "feature parents who love running, including our own staff at Bugaboo, providing their experiences with their children and the Bugaboo Runner."

"We believe that all parents should run free no matter where they are on their fitness journeys and what they choose to wear on their runs."

Now that would be a refreshing change, and may even be enough to shift more of the overpriced strollers.

Image Source: Facebook

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