The new normal is that brands are showing fathers as competent, caring, emotional and intelligent. They’re part of the family unit, no longer relegated to the hungry animal blasting in the door from work, ready to eat, have a beer and tune out. The image of fathers in commercials has matured (we won!), and because of it, commercial dads are cooking, cleaning and raising kids. It’s great.
One of the brands that’s consistently put out great dadvertising — Zillow — is back again. The real estate website has a spot on TV right now called “Gunnar’s Home”, and it tackles a non-traditional household with grace and respect.
Too bad, so sad for a father in Pembroke, Ontario (Canada, y’all) whose son managed to buy almost $8,000 of in-game content in a FIFA game on his Xbox recently.
Lance Perkins’ 17 year old son dropped $7,625.88 CAD (about $5364.86 in USD) on EA’s FIFA game store content, which, assuming he’s playing FIFA 16, consists of “FIFA Points” – an in-game currency that allows you to buy “FUT Packs and Draft Entries” – basically, stuff to beef up your soccer/football/fútbol club. That’s a lot of draft entries; EA sells packs in increments ranging from 100 points — for $0.99 — all the way up to 12,000 points, which will set you back $99.99. Even if Perkins the Younger bought the 12,000 point packs alone, it’d still take him over 50 transactions to hit his total.
That’s dedication to the game, people.
If your August edition of the Californian Journal of Health Promotion has gotten buried on your coffee table, as I know it does, then you missed an article about how prison yoga is making incarcerated fathers into better parents. Because duh. And double duh that this came from a Californian scholarly journal.
In a study that in no way has to do with human fathers, scientists at the University of Cambridge found that all the good dads in the burying beetle world were dying younger.
Burying beetles, BTW, are these nasty-ass bugs that find dead birds and mice and bury the carcass. They then lay their eggs near it, and the larvae hatch, crawl into the carcass and feed on the dead animal and we all throw up just thinking about it.
But we’re going somewhere with this.
A Maryland man who visited sick kids in the hospital dressed as Batman was killed Sunday when a car on the interstate hit his custom Batmobile.
The 51 year old man, Lenny Robinson, was pronounced dead at the scene.
A policy allowing 50 weeks shared parental leave hit the United Kingdom back in April, but Sir Richard Branson, CEO of Virgin Group, a dude that owns subsidiaries in both the music and aerospace industries, didn’t think that was enough – for dads at least.
Branson just unveiled a policy at Virgin that gives new parents — both mothers and fathers — up to one year of fully-paid parental leave. But but but…
Have you ever noticed that moms and dads speak differently to their babies? Moms tend to engage in “baby talk”, while fathers’ words tend to sound a lot more like the kind of conversation they’d have with an older child. Or, say…their accountant.
“This isn’t a bad thing at all — it’s not a failing of the fathers”, according to study lead Mark VanDam, a professor in the Speech and Hearing Sciences department at Washington State. “We think that maybe fathers are doing things that are conducive to their children’s learning but in a different way. The parents are complementary to their children’s language learning.”