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?”
In the pantheon of good commercials, I know that a dad holding a baby for 30 seconds isn’t the most compelling and groundbreaking image, but while I was out to dinner last night, the NBA Playoffs were on the television in the corner and an American Express commercial caught my eye.
The car industry loves dads. But a ton of car commercials have focused on dads and sons. Wunderman and Global Team Blue created this ad for Ford about a dad and a daughter building what looks like a pinewood derby car. Naturally, the Ford Explorer has all the room they need for supplies.
And set to Piero Umiliani’s “Mah Na Mah Na,” how can you lose?
Have you caught the “Dancing Dads” Honey Nut Cheerios spot? It’s the dancing dad commercial we all wanted last year when General Mills and Saatchi & Saatchi put out the fatherless “Dancing Families” spot.
But when you got it you got it, and “Dancing Dads” got it.
Have you ever gotten a case of the feels while watching a toilet paper commercial? Angel Soft’s new commercials want just that – and feature dads prominently in the mix.
Angel Soft, a Georgia-Pacific brand, partnered with Deutsch to drop the toilet-paper-typical “your fingers won’t break through this one” sentiment and instead use the tagline, “Be soft. Be strong.” Emotions. Character. Agency. Frankly, people have never had a product they use on their winkers be so emotionally supportive.
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.
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?
Leading up to the Big Game, I covered three key brands that came out ahead of the game with dad-focused commercials, and then gave a breakdown of why it’s good money to invest in dad during Super Bowl XLIX. Now that the game’s over, it’s time to take a look back at how dad did.
Spoiler alert: Dad covered the spread at Super Bowl XLIX.
We saw a good showing of dad-focused commercials in Super Bowl XLVIII, so it was no surprise to see more this year. But it seemed like the emotions were cranked up just a bit, and that’s not a bad thing.