Ad agencies, marketing wizards and social media moguls – listen up. We like to talk about good and bad “dadvertising” here, and we think we’ve got a commercial here that fits one and a half of those adjectives. While mostly good, a little digging reveals something we’re glad didn’t make it to television. We’re mostly happy – and in the world of dadvertising, that may just be good enough this time around.
Trey Burley, aka Daddy Mojo, originally turned me onto this now-not-so-new Tide commercial featuring a smart-sounding stay-at-home-dad. We love seeing brands celebrate fathers, so we asked the Tide overlords at Procter & Gamble about this push for dads. After a month of back-and-forth, I finally got hooked up with the right people, and wanted to share some of their sentiments with you 8Biteers.
First, let’s check out the commercial, after the hop.
There are two versions of the Tide commercial. Here’s the original that was aired:
Everything’s right about this commercial. Dad is presentable-looking, speaks intelligently, shows a knowledge for housework and his kid without being insulting to dads or moms. I mean, it’s awesome. And this commercial would have been epic, had it only been that 31-second spot.
The commercial, from ad agency Saatchi & Saatchi, is part of a “My Tide” campaign – so this stay-at-home-dad is only one part of the equation. “The spots on ‘My Tide’ are very personal, often using people we know and their stories, and this case is no exception,” Saatchi & Saatchi Global Creative Director, Maru Kopelowicz, told me in an e-mail. “Actually, the inspiration for ‘dad laundry’ is my husband. Paul stays at home with our daughters while I work, and many times I’ve come home to find him folding little girl’s dresses while watching detective series.”
“In 2011, it’s imperative to show men as well as women to break away from the typical gender roles in ALL household product ads,” added Saatchi & Saatchi Creative Director and Writer, Laura Mulloy.
This is what fathers are looking for in commercial advertising. Fathers don’t need to be singled-out, they just want to be treated like a parent. We don’t need a commercial to say “hey dads,” but we need a commercial to show a positive father character, taking care of household and care-giving tasks without looking like an idiot or gallivanting around like he’s better than anyone. Most of us fathers don’t want to or need to feel like we’re better than our wifely counterparts – we just want to feel equal.
Mulloy mentioned that the Marketing Director at Procter & Gamble saw the commercial, and being a father himself, loved it. “For us, it’s also about the changing dynamics of household chores,̶