Directed by Trish Sie who directed the OK Go Zero gravity video and the original viral dancing on treadmills which became a widely copied phenomena, this music video / ad for Poise celebrates motherhood with humor. With lyrics like: "I didn't push sweet babies out of this vag to be sneakin; around like a stray cat just cuz I am leakin..." and an awfully sticky refrain "Honey we can kick this dribble to its knees. Stop, cock a hip, squeeze. . . and sneeeeeeze." this song encourages women to pad up and face the music. Or Zumba-class as it may be. Because one in three women will have a little postpartum incontinence and it should not stop you from enjoying life. "So I popped out a baby or two, don't make me shy don't wreck my mood!"

I just wish it had better lighting as the colours seem so washed out, which is a real shame in the homage to Robert Palmer. The "addicted to love" ladies group singing into pads while dressed in all white is hilarious, but it wold have upped the ante to have dramatic lighting and saturated shadows in that scene to look more 80s like the original. "Before we were moms, we were tight we were pert. But now one in three of us deals with the SQUIRT! Well it ain't eighteen-fifty anymore, so line your panties grab your dance shoes, and head on out the door!”

Prod. Co.: Bob Industries Director: Trish Sie Executive Producers: TK Knowles, John O’Grady, Chuck Ryant Producer: Bart Lipton Music: Cassandra Speakeasy Director of Photography: Eric Zimmerman Art Director: David Max Choreography: Trish Sie Nancy Dobbs-Owen Kathleen Custer Editor: Tamara Maloney Colorist: Greg Borkman Cast: Lyndsay Haley Emily Wahlund Minta Mullins Michele Acosta Dionne Neish Maureen Asic Natalia Reagan Special Thanks: Camelot Kids Preschool
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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