Moms on Facebook are cracking up over Bugaboo’s latest stroller promotion, likely not the reaction the brand was expecting.
The Amsterdam-based high-end stroller purveyor posted a photo to Facebook and Instagram of supermodel Ymre Stiekema pushing her 2-year-old in its new “Runner” jogging stroller while wearing what looks like a barely-there black and white bikini.
The caption read: “See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner,” and suggested that everyone should, “Stay tuned for more running tips!”
The bikini, enviable physique and stroller that fetches upwards of $800 (without accessories!) struck more than a few as laughably unrealistic and out of touch from the average mom’s typical stroll.
“I often jog in my bikini,” wrote one of the first commenters on the post. That comment alone has racked up more than 600 of its own likes and dozens of funny comebacks like these:
“I do too!! But I also need a half roll of duck tape for jiggle maintenance 😉 ”
“And with no changing bag, she hasn’t thought this through! Newbie.”
Another chimed in with “TOTALLY RELATABLE, GUYS,” and one mom wrote: “I just wonder how the heck they got that picture of me?”
Other women came to the defense of the brand and model, suggesting critics were jealous.
“I think she looks amazing. Go her! I didn’t look like that in my best shape ever, so good on her. Now, back to the gym,” one commenter posted to Bugaboo’s Facebook page.
Nissa Powell, a 28-year-old mom from Portsmouth, Va., was one of those who came to Bugaboo’s defense, admonishing others for being “jealous.”
“There were some really over the top and jealous comments,” says Powell, mom of kids ages 3 and 1. “[Bugaboo] wasn’t patronizing their consumers. They were just showing another facet of what their products can do for people.”
Margo Scott Dunn, a new mom to a 5-month-old in Washington, D.C., says that considering she is in the market for a jogging stroller, the ad wasn’t very convincing for her. “Certainly I don’t identify terribly strongly with this model,” says Dunn, 32. “I can’t say that I would choose that for my jogging attire.”
Dunn, though, felt commenters shouldn’t have been “throwing jabs at a fellow mom.”
Bugaboo did not immediately respond to a request for comment.