I'm always late to the party :-)
google: motrin ad, mommy, babywearing, bloggers and you can find the ad. Essentially it was a bitchy girlfriend to girlfriend "babywearing is cool and I have to even though it HURTS" motrin ad. It was stupid yes, the tone was all OFF...but you know what?
I have worn all 4 of my kids and Sprout is not worn anymore. I can't. I suffered a serious back injury in his birth and wearing him puts me in jeoporady of permanent nerve damage. Fun huh? Motrin wouldn't be my friend in this anyway BIG OLD MASK FOR RUPTURED DISC ISSUES but guess what...I wore him anyway even though I knew there was something bizarrely wrong with the way I was feeling (numb from hip to knee all the time) because I felt I had a duty to. All my other kids were worn in a sling from day one. I felt he deserved the same bonding...and it instantly let me connect with moms who had similar views on parenting. The sling was part of my mommy uniform. It is true. It really was my visual cue to "attachment parent!"
Now, I can wear him safely for short periods of time on my back as long as I don't have to do any forward bends (which are against the LAW now anyway).
But you know what? The first time I ran into a friend and I had him in the stroller 4 people commented on it in a disapproving way!!!! Like I'd suddenly become this detached parent because he wasn't in the sling!
Crazy huh? I actually related to the ad. But I still think it was in poor taste and badly executed.