We cannot get enough of this new video from Frida Mom, which perfectly captures the highs and lows of breastfeeding.

The video is all about normalizing the emotional and challenging journey that breastfeeding takes women on.

Let’s get real, mamas: breastfeeding is not all cuddles and kisses. It can be painful, whether that’s because of a poor latch, a child who likes to bite, or clogged ducts. It can be isolating, especially when you’re the only source of food for your child. It can be frustrating, like when your slacker boob decides to take the day off or you accidentally spill pumped milk. And yes, when the spilled milk is breastmilk, you have our permission to cry.

From the day you decide to breastfeed until the day you call it quits—and sometimes, that’s the same day—breastfeeding is an emotional and physical rollercoaster.

This ad gets it right.

Frida Mom | Stream of Lactation

The ad features two women and their breastfeeding journeys. It powerfully shares the mothers’ internal thoughts, like, “Is it too early to call a lactation consultant? Do I love my baby?” and “Am I a bad mom if I stop now? A good mom should know how to do this.”

We also appreciate that in an ad about breastfeeding, Frida Mom actually shows, you know, boobs. Most commercials and videos cut away before a full breast is shown. Not this ad.

It matters that they show real moms breastfeeding. It matters that they show the lows, as well as the highs.

We don’t talk about the isolating and painful parts of breastfeeding enough. Maybe this ad can change the conversation.

And if you’re wondering, Frida Mom is launching the new ad in support of a new Breast Care line of products. The items are all about making sure moms can take care of themselves while also taking care of their baby.

“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more.” says Chelsea Hirschhorn, mom of three and CEO of Frida.

“The reality is that women are blindsided by the physicality of breastfeeding – raw nipples, uterine contractions, painful clogs – no one tells you that it can be as painful as your vaginal recovery. It’s all part of the postpartum physical experience – but it never gets any air time because the end supposedly justifies the means. The two don’t have to be mutually exclusive.”

The Frida Mom Breast Care line includes a 2-in-1 Lactation Massager that combines heat and vibration to eliminate clogged ducts, Postpartum Gummies For Lactation, and a Breast Care Self Care Kit. The products are on sale now at Target, Amazon and FridaMom.com.

If you like the new ad and want to see it on TV, you’re in luck. It will premiere during the 78th Annual Golden Globes this Sunday on NBC.

We love that this ad will debut during a major television event. It’s about time the world sees—really sees—the emotional and physical labor of breastfeeding moms.