In a piece titled “Why Brands Should Enable the New Dad” yesterday, Matt Carmichael talked facts and figures about the recent father research by The Parenting Group and Edelman. What they found is that fathers feel that they’re doing a whole lot of grocery shopping and not getting credit for it.
Carmichael says that basically anywhere between 40% and 70% of dads say that they’re doing the grocery shopping for their household. The graphic above is from The Parenting Group and Edelman, minus our always-rude vandalism.
This commercial’s been floating around since the Oscars, but we let it go just to create a false sense of security. But, it’s been long enough, and Hyundai had its fun. Time to die.
Hyundai, your Azera commercial “Modern Life” does not depict modern life at all, propagates the untruth that fathers are incapable parents and cooks, and is insulting to mothers. So shame on you.
Some serious sh*t went flying onto Huggies’ wall yesterday. The fallout was in response to their latest “Dad Test” campaign, which was a series of 30 second commercials which transformed randomly photogenic dads into lab rats – or was I watching a preview for an Inception sequel?
Oh well, who needs to pay for focus groups when you have a free corporate Facebook page? When all else fails, use minigun.
Long story short: Philips knows for a fact that fathers don’t care about their babies. Also, Philips has money. Lots. You don’t. Checkmate.
Philips also doesn’t believe in fathers as parents. The story starts with a dude named Oren Miller. You might know him from his site, A Blogger and a Father. Oren was poking around the internet one day looking for hair clippers for kids, and unearthed Philips’ ugly opinion of dads. And being that us fathers have to stand together to defeat exclusion, Oren and I came together like Voltron to defeat Philips. It worked!
(It mostly didn’t work.)
We’ve been doing a fair amount of talk here about “dadvertising” lately – that is – ads involving or aimed at fathers. But what if these dadvertisements weren’t for fathers, but rather featured fathers to get to mothers? This is the question that ModernMom blogger Liz Hawks kicks around to varying degrees of success. And thanks to my buddy Kat Gordon, Founder of Maternal Instinct for bringing this article to my attention.
First off, let me just get this out of the way: Damnit, Hawks – let us have something. We’re finally starting to see commercials with a positive portrayal of fathers, and you’re going to make me think that marketers and ad wizards are just trying to get to you?!
…or, that was my takeaway from the infomercial. And it’s not just for fathers! If you’re a man that hates the sound of your wife’s voice, the My Zone Headphones are for you!
The poor dude above is a remorseful father. He often sits in his lounge chair and thinks back to his single days, when he’d hang out with his buddies all weekend, throw back a couple cases of beer and talk about how rad that one time in high school was when they all got some drunk senior chick from another school to show her boobs under the bleachers at homecoming. This dude just needs some sort of time machine to get him back to a more peaceful time when he didn’t have kids getting in the way, leaving their toys in the hallway and totally ruining his Saturday morning buzz.
The answer, inevitably, is My Zone Headphones, infomercial after the jump.
In an age where fathers are more involved than ever at home and in internet conversations, you’ve got to wonder how any brand still consciously ignores dads. That’s just what Triaminic has done, not only in their latest commercial, but also on their website.
Check out the offending ad and website material after the jump.