Hey, up front: this is a sponsored post. Though we’re going to talk about some typical 8BitDad dad commercial stuff, I’m letting you know that I was compensated by the Swiffer folks with money and product to talk about their #SwifferDad campaign. Opinions, as always, are all mine.
You know the Swiffer commercials: a green box shows up on someone’s front porch, and suddenly the family enjoys cleaning. But what you might not have noticed is that Swiffer commercials have been really kind to fathers.
With the new “Swiffer Dad” campaign (HASHTAG!), P&G really put their money behind dads, even enlisting some dad bloggers for their commercials. Seem legit, right?
So far in 2015, we’ve seen spots highlighting “Big Jerry” and “The Tobins“. Both commercials showed fathers active in the cleaning process. In 2014, we saw one of the most diverse commercials ever with “The Rukavinas“, which featured an interracial marriage, and amputee, and a mother saying she was worse at cleaning than her husband. All of these spots were wonderful because they showed fathers willingly and cheerfully cleaning.
Swiffer’s acknowledged some key points in their research. They found that Americans say that dads today are pitching in with chores nearly two times more than their dad did. And half of dads today say that they do the majority of the cleaning in the home. And it’s not just because they’re being told to do so – 98% of dads polled said that having a clean home makes them happy.
So, Swiffer’s quintupling down on dads; writer and actor Anthony Anderson helmed the Swiffer Dad campaign, and brought in four dad bloggers to help get the message out. The dads – Doyin Richards (Daddy Doin’ Work), Beau Coffron (Lunchbox Dad), Patrick Carrie (Getting Rad With Dad), and Mike Johnson (Playground Dad) – all offer their own perspective on keeping the house clean:
Good stuff, right?
It reminds me of my house. And spoiler alert, the Swiffer folks had actually called me about featuring my family in the commercial too, but decided upon the four dudes you saw. But it’s no coincidence – when Swiffer sent a green box to my doorstep, I got excited. I hate mopping. I don’t understand mopping. But I understand “Swiffering” – I use a Swiffer duster on the blinds in my office, on the fan blades around the house, and I use a WetJet on the kitchen floor. Because nothing’s nastier than walking into the kitchen in the morning and getting little pieces of last night’s dinner embedded into my feet.
Anthony Anderson does a good job explaining why Swiffer’s investing in fathers and why “Swiffer Dad” makes sense:
So that’s that. I’m happy that Procter & Gamble decided to invest in fathers and push an image that fathers do clean their homes. And the Swiffer Dad commercial was done with respect and just enough humor. I’m looking forward to how P&G might leverage the power of dads into other campaigns. But for me right now, Swiffer Dad is a hit.
(As mentioned, I was compensated with product and money for working with Swiffer on this campaign.)