Good question -- I actually saw them on my local news cast on Friday night (an ABC affiliate station) but then missed the full story on 20/20 because I fell asleep nursing my dd -- is that ironic or appropriate? Anyway, the ads were pretty shocking -- it's pretty unnerving to see women who look very pregnant (8 months at least) in a roller derby, log rolling and riding mechanical bulls. It reminded me of the ads with the egg in the frying pan ("this is your brain, this is your brain on drugs"). It is so obvious that the formula makers used money to get these new ads watered down to the point that they will probably be ineffective. The only way things will probably change (that is, ads like they were originally designed can run) is to have some big lawsuit against the formula companies like the tobacco lawsuits. I'm not promoting litigation (we have far too much of that here in the US and not enough personal responsibility) but the form companies have too much power, money and influence. And, as a result of our changing culture and use of technology and science, whole generations have bought into the idea that formula is just as good as bm and now there is so much misinformation about bfing that needs to be overcome.
Granted, unless we go back to wet nurses being available as part of our culture or someone figures out how to make money with milk banks (so that donated milk is more available and economical), we need formula to exist. However, too many women barely give bfing a try (like a cousin of mine) and their children are paying the price. And, we seem to be delivering so many more premie babies (which makes establishing a bfing relationship more difficult), that the situation will only get worse. I did use formula when my dd was first born but stopped as soon as I could pump enough for her (born 6 wk early; nicu stay of 10 days).
Anyway, we all know all of this but I just felt compelled to write it down. I'll be watching for the ads.