Hey, up front: this is a sponsored post. Though we’re going to talk about some typical 8BitDad dad commercial stuff, I’m letting you know that I was compensated by the Swiffer folks with money and product to talk about their #SwifferDad campaign. Opinions, as always, are all mine.
You know the Swiffer commercials: a green box shows up on someone’s front porch, and suddenly the family enjoys cleaning. But what you might not have noticed is that Swiffer commercials have been really kind to fathers.
With the new “Swiffer Dad” campaign (HASHTAG!), P&G really put their money behind dads, even enlisting some dad bloggers for their commercials. Seem legit, right?
My favorite thing about being a father is having fun with my son. I love to laugh with him, and it certainly gets a good laugh when I go down a slide that I’m clearly too big for.
But this wouldn’t be 8BitDad without me mentioning that I remember playing video games with my dad. When I was a kid, we’d play NES adventure classics like The Legend of Zelda and StarTropics together. We’d even play Street Fighter II together later when I got a Sega Genesis.
These days, every kid’s got video games, but it’s still a special experience to share them with my son. And when my son plays games like Street Fighter IV or The Legend of Zelda: The Skyward Sword, it reminds me of the generational link between my father and I, and my son and I.
Consumer goods monolith Procter & Gamble gave some dads a rash in 2012 when they lathered the London Olympics in commercials thanking moms (and moms only) for their Olympic-level dedication to their kids. And for the Sochi Olympics, P&G’s ad wizards are massaging mom once again with their “Pick Them Back Up” commercial, an ode to the undying ability that moms have to, well, pick their little future athletes back up when they fall.
It would seem that the P&G machine has taken direction straight from their shampoo: Apply commercials to moms. Rinse, repeat.
Amidst the moms campaign hubbub, Procter & Gamble put out what the kids these days are calling a “short film” about Olympian Ryan Suter and his father, Bob Suter, who you might remember as one of them “Miracle on Ice” guys from the 1980 Olympic team. The 3-and-change-minute video, titled “Raising An Olympian: Ryan Suter” is a wonderful tribute to a son and father’s mutual love. And hey, Ryan even mentions Bob picking him back up in the video, so the consistent branding is like, already there, dude.
But is there a catch? Spoiler alert: yes.
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.
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.