“In 2013 Dove Men+Care continued to celebrate the ‘Real Moments’ that matter in men’s lives,” Unilever’s Rob Candelino offered. “We are committed to representing men authentically, and we know that 99% of men feel a greater sense of fulfillment when they spend time with their children. While Dwyane Wade and Jay Bilas are typically recognized as sporting icons, our campaign portrayed never-before-seen moments of them as fathers to show where real men truly place priority — caring for their family.”
But real men don’t just want to identify with athletes and celebrities. Sometimes featuring fathers in a commercial is best when the father’s presence isn’t lauded or made overly-special. For example, a spot from Huggies really nailed it:
What you saw: a family taking care of their babies. What you didn’t see: dad trying to get out of diaper duty, mom nagging dad for doing something wrong, and no voiceovers proclaiming that their product is so simple that even dad can use it.
Not everybody gets it though…
Thanks, Robitussin. That scowl from mom that sent dad out of the room really learnt ‘im. But sometimes mom-scorn doesn’t need to be present to make a bad commercial. Here’s another jewel:
See…it’s “funny” because dad’s basically a bigger hungrier child. This commercial actually helped mold one of my rating rules – if dad tricks or steals food from his child, the score is immediately neutral or less, depending on other factors in the commercial.
I’d be remiss if I didn’t mention that there’s another class of commercials that irk dads: the ones that completely erase dad from the equation.
“Saying that ‘choosy moms choose Jif’ and thanking only moms for pushing their kids toward Olympic dreams sends the message that it’s normal for men to not perform equal parenting duties,” Michelle Garcia said in her recent op-ed “Why Dumb Ads Hurt Moms and Dads” about the mistake of omitting fathers from ads. The mention of the Olympic dreams comes just a couple of weeks after Procter & Gamble re-upped their olympic bid for moms, leaving dads completely out of the equation. Again. (For further reading on the P&G issue, check out another wonderful dad blogger, Chris Routly, in his dissection of the issue at Daddy Doctrines.)