Recently, there’s been an increase of ads targeted towards stay-at-home dads… and for good reason. Gender roles are shifting and Michael Keaton isn’t the Mr. Mom anymore. Several brands aiming to win dad over have been spot-on. We find this advertising smart, humorous, and doesn’t follow the stereotypical “dumb guy” routine. We also find that winning over dad isn’t enough – it’s important to win mom, too. These ads get it right.
1.Google’s branding effort for its Chrome web browser portrays a dad uses Chrome to create an online scrapbook for his daughter.
2.Tide uses humor to identify with stay-at-home dads (“Dad Moms”). Tide gracefully leaves gender stereotypes at the door and shows that there is nothing wrong with dads who do laundry or know the difference between a herringbone or fishbone braid.
3.Kodak shows that a little sentiment isn’t emasculating, but in fact heartwarming. Modern men aren’t bound by old stereotypes of being distant and reserved when it comes to their children. There’s nothing wrong with a little love and a major Kodak moment.
Have you seen any other commercials that do a great job appealing to fathers?