Watching Nucleus’s video is deeply depressing.

https://www.youtube.com/watch?v=W5pKIskZ368

We’re told we are are watching ‘today’s modern family’, yet as a male millennial myself, I find this very hard to believe. The video starts with the woman cooking in the kitchen whilst the man plays video games. She then brings in the shopping asking for help, the man goes on to lie to her whilst the kids run away. Next we see the man busily preparing for work, yet the woman is back in the kitchen. This is followed by the next shot, where you guessed it, the woman is back in the kitchen baking this time. A voice of authority call’s down to tell the boy off, but that’s obviously the man… because why would a woman have any authority in the household? Next, we see the man at work, too busy to turn off the light in person for his new born child. The advert finishes with a shot of the whole family, and what do we see? Only that the woman is back in the kitchen whilst the rest of the family are in different rooms playing.

An intercom system for a mother to ask for help from her husband, or to tell her kids to come to dinner is a very sad inditement of what Nucleus see’s as todays ‘modern family’.