Huggies ad debacle of 2012 proved, men are tired of all the sarcasm and caricature that traditionally accompanies the portrayal of fathers in advertising. That’s probably why
Dove’s newFather’s Day spot for its Men+Care product line features totally realistic recreations of all the ways dads come to the aid of their kids. From feeding infants to wedding dances, the ad is sincere and affecting – you won’t want to watch this with your friends from Camp Men Don’t Cry. Treating fathers like competent human beings is a welcome marketing trend, but also a new one, which a survey of TV “dad-vertising” through the decades makes all too clear.
The 50s: Dawn Of The Hen-pecked, Outwitted Dad
The 60s: Dad Gets Serious (But Still Doesn’t Know How Many Kids He Has)
The 70s: Technology Allows Dad To Diaper A Baby Without Killing It
The 80s: Dad Grapples With Independent Daughters
The 90s: Birth Of The Dad Child
The 00s: The Nadir Of Dad Incompetence
2011: Dad Becomes A Fully Realized Emasculated Moron
2014: Hyundai Wins The Super Bowl With Capable, Responsible Dads
