5 Sweet Commercials That Really Get Modern Fatherhood

Awww! 9

Subaru DadIt's the height of irony that since I became a mom, I have felt myself becoming a champion for fathers. Sure, before I had a kid, I liked dads all right. I love my daddy, and I knew my husband was bound to be a good father. But I didn't really notice how awful the portrayals of fathers on TV were until I was faced, day after day, with a man who was anything but the bumbling idiot you see on the average sitcom or commercial.

It's the hapless dad so pervasive in American advertising that made the dad bloggers at the Dad 2.0 Summit tell American companies in no uncertain terms earlier this month that they've had just about enough. They're not going to be made fun of anymore and take it lying down. And you know what?

They shouldn't have to! The man I married isn't the moron that Skechers has made fathers out to be in their latest horrendous ad campaign. He's a man who is every bit as involved in his daughter's life as I am, and when companies insult him, they're insulting our whole family dynamic.

Those are the companies that I tend to shy away from. The companies that have decided to embrace modern fatherhood, on the other hand? I'll gladly give them my business ... and the good news is, they exist. 

Just take a look at some of these ads that "get" dads:

1. We've seen countless first day of school ads featuring sobbing Moms, but Subaru decided to do something a little different to advertise their Concord. A father bids his scared daughter goodbye on her first day ... and proceeds to follow the school bus just to make sure she's doing OK:

2. Why do we love how Clorox advertised Clorox Clean Up? Let us count the ways! It shows a girl doing science for one, but we were also relieved to see a father who is shown being engaged with his daughter in a positive way. And then there's the kicker: mom doesn't come in to clean up the mess that her doofy husband made. Dad does it himself:

3. Tide and Downy came together for a winner this year with the "princess dress" ad. Not only do we get to see a Dad engaging in imaginary play with his little girl, but he is the one responsible for doing the laundry ... there's no mother figure in sight:

4. To be fair, when Oreo dragged a dad out of bed in the middle of the night to eat cookies with his kids, they were pegging their ad to Father's Day. But holiday or not, this commercial has always stuck with me because we're used to seeing moms get out of bed to take care of upset kids. When is the last time we saw the reality that dads have sleepless nights too?:

5. Google Chrome could have shown a mother chronicling her child's life online, but as the dads at Dad 2.0 so aptly exemplify, it's not just a mom blogger world. And so we have this, a tech-driven love letter from a daddy to a daughter:

What's your take on the goofy dads in TV ads?    


Image via Subaru Concord/YouTube

family, fathers


To add a comment, please log in with

Use Your CafeMom Profile

Join CafeMom or Log in to your CafeMom account. CafeMom members can keep track of their comments.

Join CafeMom or Log in to your CafeMom account. CafeMom members can keep track of their comments.

Comment As a Guest

Guest comments are moderated and will not appear immediately.

NatAndCo NatAndCo

Thank you for this. As a child raised by a single dad, it's nice to see them being slightly more appreciated. though it's a far cry from what i feel they deserve

BlueJane BlueJane

I hate ads (or TV shows) that portray dads as buffoons. My husband is a wonderful father and it's about time dads got some respect. It's demeaning to men (and the women who love them) when men are shown to be clueless or disinterested spectators in their children's lives. Rant over.

nonmember avatar MammaMel

Look, I get that some dads are great (like mine) but some aren't (like my son's). The idea that they "really get modern fatherhood" is outlandish. They get another kind of fatherhood. Both of my grandfathers AND my father were these kinds of fathers, but there are plenty TODAY who are not. How about instead of "modern fatherhood" we call it "how fatherhood should be".

Coles... Coles_mom

To use a previous poster's word- my husband is a massive buffoon. He is seriously the worst example of modern fatherhood to ever exist. He would be fantastic if in a tv show straight out of 1948. He's completely hands-off and has never changed a diaper with three kids or done a dish a day in his life. If I ever bothered telling him to, he'd pick his suitcase and keys up and go find a mistress- if he doesn't already have one.

NatAndCo NatAndCo

No not all dads are like that... But then again not all moms are as portrayed in commercials either.

Michi... MichiganMom602

Its all marketing people -- statistically speaking more women watch those commercials and that is why we are made out to be little mary homemakers while the men look like idiots.  Same with sitcoms - again more women than men watch them.  Its all about the money.  These days dads that help, are hands on, so to speak appeal to the more career minded women of todays world....hence more positive men commercials....all about the money people. 

redK8... redK8blueSt8

I love the diaper comercials, Luvs or Huggies, I don't remember, where the dads are feeding the babies and then playing with their babies and how the diapers "hold up" against daddy time. All the dads are competent and know what they're doing.

nonmember avatar william perry

I am very much aware of adds that show dads in a positive caring light and it's about time they did. I contacted Subaru twice about their adds that show a dad in a very loving caring responsible role. We have to give positive feedback to the add industry when they show good dads.

Brandon Bell

Sad that even on an article like this, which is meant to praise the Fathers "WHO DO LOVE AND SHOW IT TO THEIR CHILDREN", that some of you ladies still have to bring it down by bashing the sorry Men in your own lives. As one poster stated, the WORLD ISNT FILED WITH DECENT MOTHERS THESE DAYS EITHER, but most Men wouldnt waste their time even slandering the on a article not talkign about the Poor Mothers of the World. You ladies who disagree with this article about MODERN FATHERHOOD are probably the sole reason your Husband or Childs Father is so Disinterested in being a Father! And Personaly that Clorox advertisement still makes Fathers look like a bafoon and Mom look like the Savior.

1-9 of 9 comments