Creative agency Mother has released the 'Pumping. Unplugged.' campaign for femtech startup Elvie. The campaign is helping launch Elvie's wireless breast pump, which aims to improve the experience of breastfeeding for mothers who say the "feel like cows" when they pump breast milk. The spot, directed by Fiona Jane Burgess, depicts a group of mums dancing around dairy cows to a catchy pop rhythm, sing lyrics like: "In case you had not noticed, these are not udders, they’re my boobs" and finishes with, "I've been milking all along, and you didn't even know", revealing how they've had device fitted discreetly throughout the entire spot.

More women are breastpumping that ever before – In 2015, 26.8% of respondents expressed breast milk five- to 15 times a week – but new mothers bemoan how noisy and uncomfortable the pumps on the market are. And with pumping still considered something of a taboo – like many female health issues – its stifled innovation in the field. "It makes me angry that people have been putting up with such bad products – they haven't changed in decades." says Tania Boler, CEO and founder of Elvie. But times are changing, with brands such as Elvie drawing inspiration from global feminist movements to inspire innovation. In doing so, they're contributing to the femtech market, which could be worth $50 billion by 2025.

Lucia Seoane-Pampin is a behavioral analyst at Canvas8, which specializes in behavioral insights and consumer research. Born and raised in Spain, she loves experiencing different cultures and emotional expressions. She studied psychology and communications in Boston and has a master’s in digital & visual media.