The normalization of gay dads in television commercials has been a slow but steady climb. And the coolest fatherhood commercials to me represent different races and sexualities without making a point to play into stereotypes. To that point, AT&T’s recent commercial “OK: Babysitter” recently just had me asking “wait, were those gay dads?”
Lowe’s wants you to know that if mom wants to go out and buy stuff for the home while dad’s at home playing with the kids, that’s totally cool. And the result, not-surprisingly, is that it’s totally cool. But then Lowe’s also wants you to know that if mom is on a business trip and dad’s home with the kids for longer than an afternoon, well…hold onto your pantsuits.
All three spots are by BBDO, which was also responsible for a couple of dadcentric commercials this year, including a good one for AT&T, starring paralympian Heath Calhoun, and a less-good one for Embassy Suites. This makes BBDO an agency to watch in the fatherhood market; they get it. Even if BBDO isn’t hitting the bullseye every time, they’re aiming for the target.