Inevitably, brands hone in on men come Super Bowl time. Fathers have always found their way into the commercials, but the imagery is evolving. Some brands are banking on the image of emotional, loving fathers in their ads to boost their brands. Are we finally admitting that it’s good to be an emotional, loving, caring father? I hope so.
Three brands in particular are investing heavily in dads leading up to The Big Game: Toyota, Nissan and Dove Men+Care. Their father-centric commercials are wonderful reminders that fathers matter and are worth the hefty pricetag for a Super Bowl spot.
Let’s pretend you’re one of the most-known names in the meat industry. Let’s pretend your number-one selling product is hot dogs. Now, I’ve got no real demographics in front of me, but wouldn’t you want brand loyalty from men? So now, just for funsies, let’s just assume that fathers are men too. Using all this logic, wouldn’t a company like Oscar Mayer want to play friendly with fathers?
They should want to. But they’re not. And fathers, you should be mad. Your friend is stabbing you in the back. And as a coup de grâce, Oscar Mayer even jabs at father bloggers too.
Oscar Mayer’s new suite of commercials is so toxic for fathers that it’s making me rethink grilling season.
Remember the Great Huggies Dad-Diss of 2012? You know, the one where Huggies hired a team of awesome commercial-maker-types and created a series of commercials that reduced fathers to rubble? One portrayed a bunch of normal-looking, loving fathers with their babies, all lined up in a room, with the following smug female voiceover:
“To prove Huggies diapers can handle anything, we put them to the ultimate test: dads…alone with their babies…at naptime…after a very full feeding.” Blah blah blah, then “grab a dad and see for yourself…” blah blah blah.
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.