Our modern connectivity is a marvelous thing, and never more marvelous than when it’s connecting a father with his child.
And BTW, if you don’t want your noodle baked, then stop reading. Things are about to get cranked up to 11 on the future scale.
How crazy could connectivity get, right? How about a dad watching his baby’s birth through a VR headset? How about dads feeling their unborn children kicking through a smartwatch?
IS YOUR BRAIN MELTY YET?
According to a recent study in the United Kingdom, over half of dads will fake sleep so that they don’t have to get up in the middle of the night for kid duty.
Trigger warning for those parents who love sleep and/or their partners, obvi.
I’ve been calling out dad-bias in commercials for years now, and really wanted to put the nail in the coffin. So I watched, noted and rated 140 commercials in 2013 that featured fathers as main characters. And if I was looking for a fight…man, I couldn’t have done it at a worse time. There, I said it.
A popular conversation among dad bloggers is the treatment of fathers in the media, specifically, dads in commercials. Dad bloggers often sit around in their secret online societies and discuss exactly how bad dads look in commercials. Most of the time, you’ll hear a resounding “fathers are made to look like idiots!” And being a guy who’s flamed many a brand that poked fun at dads (and also congratulated a couple), I wanted to really commit time and effort into seeing exactly how many commercials I could find that treated dads poorly. I really wanted to hold up my list of commercials to the world and say “SEE?! Look at how commercials treat dads! We should riot!”
And then my results actually surprised me.
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.
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.
This was too easy that I actually had a difficult time coming up with a trademark #8BD lead image. I hemmed and hawed over options like this, to this, to that… and somehow, I still feel like I’ve let you down.
Anyways, the latest issue of Time Magazine is the equivalent to a Paul/Blake lob city slaaaaam dunk for social media. Everyone is talking about the cover featuring nipple-magnet Jamie Lynne Grumet, a somewhat attractive a-cup L.A. mommy blogger who continues to breastfeed her 3-year-old son in skinny jeans and will continue until he’s five. Her blog is Iamnotthebabysitter.com, which has since crashed due to traffic (even though she’s had half the number of monthly visits we get… until now).