Let me preface this by saying if you’ve seen our video podcast, you know I’m a mac dad (not a “mac daddy”). I’m also about 2.5 months late on this apparently – since my wife and I have the Tivo‘s and hate watching commercials.
The ‘grocery-store-dad’ caught my eye as I was watching the NFL Wild Card Playoffs between the Giants and Falcons on live TV tonight (go Giants! Get Green Bay even though odds are against you!). Naturally, I haven’t seen this 30 second spot by Microsoft until now.
Hot off the heels of our Dadvertising 2011 recap when it comes to commercials, I normally don’t see a lone dude picking out items in a grocery store without looking like a sheltered animal that’s just been released into wild to fend for himself in a blinding array of whip-pans and dizzying camera angles – I don’t know what commercial I’m referencing but I just naturally assume that there’s a commercial out there just like that. It’s the f*cking truth. Needless to say this one defeated all stereotypes despite how accurate and left me giving a mental “standing-o” at the end of the 30 seconds. It gave me hope, here’s why.
We like to check in on the state of “dadvertising” often. Coming out of the holiday season, one where advertisers typically hope to use the theme of family to trick you into buying their products, we thought we’d share some of the commercials we’d seen and weigh-in on how dads are looking in commercials.
I don’t want to blow the surprise ending for you, but dads are lookin’ okay. Things might be turning up for dadvertising – and though there’s still a long way to go before dads are looking like smart consumers on television, we’re pleased to say that it’s not all bad.
Ad agencies, marketing wizards and social media moguls – listen up. We like to talk about good and bad “dadvertising” here, and we think we’ve got a commercial here that fits one and a half of those adjectives. While mostly good, a little digging reveals something we’re glad didn’t make it to television. We’re mostly happy – and in the world of dadvertising, that may just be good enough this time around.
Trey Burley, aka Daddy Mojo, originally turned me onto this now-not-so-new Tide commercial featuring a smart-sounding stay-at-home-dad. We love seeing brands celebrate fathers, so we asked the Tide overlords at Procter & Gamble about this push for dads. After a month of back-and-forth, I finally got hooked up with the right people, and wanted to share some of their sentiments with you 8Biteers.
First, let’s check out the commercial, after the hop.
Last week, father-extraordinaire CC Chapman found himself embroiled in controversy – but it wasn’t with a person. Chapman was, technically, fighting with a pasta sauce. I originally intended on posting a story last week when this issue broke, but am glad I waited because the way this story is unfolding is interesting if you’re at all interested in the way companies are dealing with the “social” part of Social Media. And if you’re a father who loves pasta night around the house, well, you’ll want to take all this in.
Coincidentally, 8BitDad‘s been on fire lately with stories about advertising, bad brands, good brands and the deployment of commercials around those brands. Here’s another brand for the list – Ragú. And what we’re wrestling with right now is whether Ragú is father-stupid or father-hating. Hint: the answer’s easy, but still deserves way more reading than you’d like to do on a Tuesday.
I don’t know how long Yoplait’s commercial for Go-Gurt has been around – not long enough, evidently – to be up on YouTube. The commercial features a put-together-looking dad making lunch for his kid. Signs around the kitchen let dad know to include Go-Gurt in his kid’s lunch. Finally, arrows in the fridge point directly to it, and the dad smiles, grabs a Go-Gurt and hands his lunch to his kid. The kid asks if dad remembered the Go-Gurt and dad pulls a Napoleon Dynamite and says something like “of course…duh.” Then you’re slapped across the face with their tagline: “Dads who get it, get Go-Gurt.”
Oh…do we? Could it be – fathers actually getting a positive representation in a commercial?