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This year’s Super Bowl adverts are the most dad positive ever

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America’s 49th Super Bowl, to be held this weekend, will bombard over 100 million televisions viewers with positive messages about fatherhood.

Super Bowl Sunday consistently produces the largest TV audience of the year in America and the competition amongst advertisers to create the most memorable commercial has become part of the annual tradition.

This year, for the first time, advertisers are not just fighting to create the best ad, but also to create the most father-friendly campaign. For an insight into the rapidly changing nature of advertising to dads in America. According to Jack Neff of Ad Age, adverts have often ignored dads or portrayed them as “a dolt, but not at this year’s Super Bowl.

During Super Bowl XLIX (that’s 49 if you don’t read Roman numerals), at least three major advertisers will run adverts promoting positive portrayals of fatherhood. They are:

Nissan #WithDad Campaign

Nissan’s #WithDad campaign features a series of seven teaser videos from popular YouTube broadcasters ahead of its main advert which will be revealed during the game. The teasers include this “crazy plastic ball prank” from Roman Antwood:

http://youtu.be/8yEgN3yj6xY

Nissan says: “We recognise the difficult task of balancing work and family life. That’s why of #WithDad campaign brings this very real struggle to life. #WithDad is a celebration of and inspiration for dads who find innovative and exciting ways to make life better for their kids and families.”

Toyota #OneBoldChoice Campaign

Toyota’s “One Bold Choice Leads to Another” campaign will feature both famous dads and everyday fathers who they say have made “bold, lasting contributions to the their families”. This trailer for the #OneBoldChoice campaign, called “To Be A Dad”, stars a number of American football players:

http://youtu.be/PZ-Yiuc9sOQ

Dove Men+Care #RealStrength

Dove’s #RealStrength advert shows kids of all ages calling on their father in a montage of emotional moments that capture some of the key stages n the fatherhood journey:

Dove says: “Ninety per cent of men around the world say that their caring side is part of their masculinity and strength. Let’s acknowledge the caring side of men and celebrate their #RealStrength as a true sign of masculinity.”

—Photo: Flickr/Jeepers Media

In the run up to launch of the film Down Dog on 14 February, insideMAN is running a series of articles about fatherhood and we’d love you to get involved. You can join the conversation on twitter by using the hashtag #MenBehavingDADly; leave a comment in the section below or email us with your thoughts and ideas for articles to insideMANeditor@gmail.com.

For more information about the film see www.downdogfilm.com

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Who’s the one man in TV ads British men aspire to be like…..?

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Seven out of ten men think we’re stereotyped in the media and yet half of us still aspire to be like one particular man from the world of TV adverts. Can you guess who that man is?

As part of its first national audit of masculinity published on International Men’s Day last week, the male suicide prevention charity CALM asked men which male character from TV advertising they most relate to and aspire to—and the result may surprise you.

WAS IT THE LYNX MAN?

No, apparently most British men don’t buy the idea that wearing an overpowering deodorant will cause millions of scantily-clad women to come charging towards you. Only 7% of men said they relate to the man in the Lynx ad and only 4% aspire to be that man.

WHAT ABOUT THE FAT BLOKE WHO CAN’T PLAY FOOTBALL?

No, only 8% of men relate to the fat bloke in The Sun’s fantasy football adverts and just 5% aspire to be like him!

HOW ABOUT THIS GUCCI SEX SYMBOL?

Would you be surprised to know that only 11% of men relate to this impossibly handsome man, though nearly one in five (19%) aspire to be like him.

IS DIY DAVE MORE OF A ROLE MODEL? 

More men (17%) could relate to the ordinary bloke in the B&Q advert though only 7% aspire to be like him.

WHO WANTS TO BE LIKE PAUL? 

http://youtu.be/VZlZ_6l8ul4

Yes apparently men want to be like the  overweight, beardy dad Paul Knowles who loves doing things for his family and puts “more effort into [their] holiday than most do at work. A total of 45% of men say they can relate to Paul and 51% say they aspire to be like him. As the advert says, “Paul, in our eyes, you’re already a winner”.

—Photo Credits: The Sun, B&Q and Gucci

Article by Glen Poole author of the book Equality For Men

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Why it’s time for advertisers to go father

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Tim Downs, Director at Aberfield Communication, makes the case for big brands to start taking dads seriously in their advertising campaigns.

As consumers we’ve been segmented, profiled, prodded, poked and questioned by brands and marketers in an effort to find new ways to inch us ever closer to the point of purchase. But there is one group that, until now, has remained steadfastly stuck in their stereotype and largely on the back burner when it comes to targeted marketing – Dads.

For many years the key target of the big brands has been Mum as the ‘gatekeeper’ to the family and, more importantly, the family finances. Alternatively, it has been through the kids and generating the constant and irresistible buzz of pester power.

Throughout all of this ‘Dads’ have often been portrayed as a bit part, relegated to their role as a Bank of Dad, Dad’s Taxis, the sentimental protector or a shed-dwelling comedy character.

Part of the reason for this is that there have been genuinely few territories where men are seen to exist in great enough numbers to warrant spending time and money, which makes those where they are crowded and expensive. How many agencies when asked about targeting men have arrived at the inevitable answers of sport, mates, and the pub?

But times have changed and roles have changed. And whilst there is greater diversity in marketing to men, so far there has been relatively little that has demonstrated an understanding of the changing role of Dad.

That is, until now.

Some of the world’s biggest brands have realised that the role of Dad has changed and, since the start of the global economic crisis, that the family dynamic has also changed. Just look at the recent Cannes Lions and some of the big winners. These brilliant ads by Coca Cola and Citroen demonstrate exactly this change, and they picked up the gold and silver awards.

https://www.youtube.com/watch?v=cE-1DNrcls4

It’s no longer about Mum as the gatekeeper. Dad is playing an equally important role in the family purchasing decisions, as the chances are that both parents are out at work in order to make ends meet, or it’s increasingly a single parent household.

The weekly big shop has become a thing of the past, with parents taking shopping duties in turn depending on their work and family commitments on a given day.  And that means that Dad has some control over the weekly budget, family expenditure and where it is spent.

And this means that brands that can appeal and adapt to the needs and desires of dads, as well as mums, have a real opportunity to attract an incredibly loyal customer base – make it easy for Dad and he will be back.

So expect this to be the year that dads are front and centre in many campaigns, as they are variously feted and celebrated with mixed success.  I wouldn’t even be surprised to see him feature in a Christmas ad or two, John Lewis?

This article was previously published at Prolific North and is published here with the permission of Aberfield Communications. If you enjoyed this article, then find out what Daddy Blogger, John  Adams, is saying today about big brands who ignore and exclude dads. 

—Photo Credit: Coca Cola Life, Ser Padre campaign

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The way brands ignore and exclude dads is offensive

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In his regular column for insideMAN, UK daddy blogger, John Adams, explains how big brands ignore dads—and why it matters.

I’ve been blogging about parenthood and fathers’ issues for almost two years now. In that time I can honestly say I have seen increased recognition of the contribution fathers make as parents from retailers and manufacturers of parenting products.

I am, however, staggered at how wrong some organisations still get things. There’s a common bug bear you’ll hear from my dad blogging chums. It’s the arrival of a media release promoting an amazing, gender-neutral product that omits fathers altogether or addresses it solely to women. Interestingly, I find it’s often the bigger, more established brands that are guilty of this behaviour.

It really isn’t that uncommon to walk into a store specialising in parenting and childhood products and find all sorts of gender neutral toys on the shelves. You know the type of thing; building blocks for girls and boys, toys that are in red of purple instead of pink and blue. Look around the store, however, and you’ll see every publicity photo features images of mums and children without a dad anywhere.

I won’t name it, but one of the UK’s biggest retailers in this sector makes an amazing claim on its corporate website. According to its own bumph, it exists to provide; “products and services for mothers, mothers-to-be, babies and young children.” An odd statement for a store selling prams, car seats, changing mats, potties, baby baths and all manner of gender neutral items.

Not all brands are bad with dads 

Before I go on, let me just say some brands excel at engaging with dads and including fathers in their marketing. I want to make that point because some brands do, in fact, get the importance and relevance of fathers.

That said, a classic example of poor practice arrived in my inbox the other day. It was from a media release from a major, internationally recognised brand seeking to promote a new range of baby skincare products. The marketing bumph made no mention of fathers whatsoever and inferred that only mums deal with such issues.

When my first daughter was born, she developed a dry skin issue. I was the one to ask the health visitor what we should do about her skin, not my wife. My wife was completely committed to our child and would probably have dealt with it, but I felt this was my responsibility. After all, my other half was either attempting to breastfeed or hobbling round the house recovering from the physical trauma of a difficult birth. She wasn’t really in a state to walk to the local pharmacy so she could buy medication.

Defying gender stereotypes

I exaggerate slightly. The health visitor advised us to use olive oil and it worked perfectly. Just bear that in mind next time your new born develops dry skin. You don’t need to buy the latest product from a sexist, global pharmaceutical giant. If, however, my daughter had needed a more specialist treatment, well, it would have been me that ventured out the house to get it.

I quite often write about this kind of casual sexism towards fathers. Despite this, I can’t deny that, as part of a married couple, I am supported.

I am fortunate enough to be married to an amazing woman. I’m not the only one defying gender stereotypes in this relationship. My wife tells me she often gets strange looks and is made to feel like she’s letting her family down because, as a woman, she hasn’t sacrificed a career and continues to work full time.

Even though I’m a rarity for being male and fulfilling the main childcare and household management roles, I am not in any other kind of minority. When I speak up about the sexism I encounter as a dad that holds the babies, I’m often not thinking of myself. As I say, I have the support to deal with these situations.

Not all dads are straight and married

I’m usually thinking of the gay, adoptive dads, the widowers, the divorcee dads or dads that are non-resident for some reason. I have the greatest respect for all of these men (as I do single mothers regardless of their situation and sexuality).

I’m not saying these men require sympathy or special treatment, but they seem to be completely invisible to the big parenting brands. Even those brands that do engage with us dads tend to automatically assume we’re part of a happy, heterosexual couple. Widowers and divorcees generally don’t have that luxury.

As for gay couples, I’m staggered at how little attention parenting brands seem to pay to this demographic, especially since gay marriage was legalised. I recall once being in a room full of marketeers discussing the latest parenting trends and how to market products to mums and dads. I mentioned gay parents and there was shuffling of feet, downward glances and utter silence. The concept was clearly foreign to them.

When retailers and manufacturers pretend I don’t exist, I get annoyed. When I think of these other guys, I think the continued, mum-focused marketing of parenting products is nothing but offensive.

If you enjoyed this article, then find out what advertising expert, Tim Downs, has to say to big brands about advertising to fathers. 

More about the author:

John Adams is a married stay at home dad with two young daughters. He was previously a journalist and PR / communications professional but gave this up in 2010 to be a homemaker and look after the children.

In 2012 he launched a parenting blog focused on his experiences as a “man that holds the babies” called Dadbloguk.com  and he now writes for a variety of different publications in addition to his own blog.

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—Photo from Oreo’s “The Biscuit Whisper” by Draft FCB

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