After engaging with fathers and pledging to care for the other half of the parenting equation, Huggies continues to push their “Huggies Mommy Answers” with largely-good commercials, but the same narrow, single-minded mom focus.
Dads, do you have questions about raising your kids? Where do you go? Who do you ask? Unfortunately, you’re not in Huggies’ demographic, so it’s not their problem. Go ask a buddy.
Clorox underestimated the power of dads and lost the battle in the span of less than 24 hours. They initially dealt a blow to new dads, saying that they lack “the judgment and fine motor skills to execute well.”
The line came from an article – now pulled from the Clorox site – called “6 Mistakes New Dads Make” (Cached by Google).
While many brands are jumping on the dadvertising wagon and releasing pro-father material aimed to encourage and involve new fathers, Clorox is caught in the age-old game of marketing household products to new moms by bashing their husbands.
Good dadvertising includes fathers in their natural roles without the brand explicitly pointing out that you’re watching a dad that is made better by the advertised product. That’s why the Dove Men+Care “Real Moments” campaign has been a great tent pole in the circus of NCAA March Madness beer advertising.
Starring NBA all-star Dwayne Wade and ESPN college basketball analyst Jay Bilas, the commercials show day-to-day moments of parenthood, told by these two dads.
The Super Bowl, widely regarded as a yearly who’s-who of commercials, proved once again that fathers have a couple of things to piss and moan about in the “dadvertising” world, but that little-by-little, dads are being imagined better. This year, we saw seven major commercials featuring a father in a main role. The result shows an across-the-spectrum image of fathers. This, actually, is a win for dads, believe it or not.
Here, we’ll take a look at the commercials with an honest approach, attempting to let slide what truly doesn’t matter, and getting worked up over all of the right things.
Even if you’re still sucking down leftover Halloween candy and thinking about who’s sitting next to who on Thanksgiving, the retail machine is onto its next big thing. Tis the season for retailers to make dads look like incompetent fools and walking wallets. Sears is more than happy to step up and give it a go with their commercial “Holiday Baby”.
In the 30-second spot, dad’s checking out a no-doubt incredible drill while ignoring his child. And you just won’t believe what happens next! Okay, you will.
Mommyish writer Eve Vawter kicked off the Christmas season swinging at British grocery chain Asda. Vawter did such a spectacular job cutting into Asda’s mom-focused ad that we won’t have to!
Asda’s ad, titled “Behind Every Great Christmas There’s Mum,” illustrates the image of what I’m sure both men’s and women’s rights activists (and, uh, regular father-type dudes like us) dislike: the unthanked mom carrying the weight of the world on her shoulders while the rest of the family ignores her as if she’s a domestic robot. Meanwhile, dad’s busy eating, making a mess, or ignoring the kids.
The Olympics have been on for a week now (really, only a week!), and even with all the hub-bub over tape delays, people are glued to their televisions at all hours to see the world compete in everything from archery to wrestling (there was no sport starting with a z, boo hoo). It got us wondering, as we always do elsewhere, how the Olympics would honor dads.
After all, there have got to be a whole lot of Olympians that were coached by fathers, carpooled to their practices by fathers, or at least bought equipment by fathers…right? So, that should translate into viewership and consumers – meaning dads watching the Olympics with their little hopefuls, watching all of the ads, saying “son and/or daughter – tomorrow, we’ll buy one of those products in the commercial.”
Well, we watched, and watched, and then watched some more. At times, we were watching two events picture-in-picture on television, while streaming another on our phone and another on our computer (and another on our laptop)! We sucked up almost everything the Olympics put out there, except for the really long bathroom break we took during equestrian jumping.
We found: the Olympics have definitely been sold to mom this time around, but dad hasn’t been completely forgotten. Really, there’s been one big offender that’s forgotten dads, but we saw it coming and expected it. We’ll explain.