Mommyish writer Eve Vawter kicked off the Christmas season swinging at British grocery chain Asda. Vawter did such a spectacular job cutting into Asda’s mom-focused ad that we won’t have to!
Asda’s ad, titled “Behind Every Great Christmas There’s Mum,” illustrates the image of what I’m sure both men’s and women’s rights activists (and, uh, regular father-type dudes like us) dislike: the unthanked mom carrying the weight of the world on her shoulders while the rest of the family ignores her as if she’s a domestic robot. Meanwhile, dad’s busy eating, making a mess, or ignoring the kids.
Here’s the Asda commercial in question:
Asda enforces “the sexist stereotype of the frazzled do-it-all mom and her bumbler husband, who does nothing other than use his manly strength to position the Christmas tree,” says Vawter. “And ask for food. Because men are lazy and never help around the house and if it weren’t for Mom, there wouldn’t be Christmas. At all.”
Vawter really gives it to Asda from top to bottom, even saying that while studies may show that moms are doing more work at home (not without a little fight about it), it’s still not right to alienate those families for whom this image isn’t true. “Oh my gosh you guys do single father families or families with two male parents just not celebrate the holidays because the men are just men, who simply can’t wrap gifts or stuff stockings or prepare a meal,” Vawter asks.
Vawter concludes that perpetuating this sort of image is harmful to moms, dads and their children alike – and it needs to be stopped. 8BitDad applauds Eve Vawter and Mommyish for this sentiment, and thanks for our first anti-dad dadvertising of the season!