The Year of the Dadvertisement
Why dad-focused advertising works in 2015
As 2015 is in full swing, it is clear that one of this years’ biggest trends in advertising is the importance of being a dad. It doesn't take an expert to observe that dad-centered advertisements, or “dadvertisements”, took center stage in this year’s line-up of Superbowl commercials and don't show any sign of letting up on their airtime domination.
As a marketing professional and a television addict, I watch a lot of commercials, but have few favorites. Dadvertisements, however, are a different breed — I love almost every one. As close as I am with my mom, there is something about the connection between a dad and his children that makes me sentimental and deeply nostalgic. Perhaps because my own dad was a self-professed “tough guy,” but my sisters and I knew we could always melt his heart with a smile, a hug, or a poem. Everytime I see a dadvertisement, my heart swells and I reminisce about special times I shared with my own dad while I was growing up. Let’s take a look at one of my favorite dadvertisements:
This ad does a lot of things right. The variety of situations depict a relatable mix of moments throughout a father-daughter relationship. The sentiment is genuine without being over-the-top. It follows through with the brand’s positioning (bold) while also tying boldness to the overarching, undeniable connection between father and daughter. Overall, there are many opportunities for the viewer to create their own meaning. And Toyota should get a lot of mileage out of this spot, as it was ranked seventh out of 61 Superbowl ads by USA Today’s 7,000 Ad Meter panelists.
Putting aside the fact that they are irresistibly adorable, dadvertisements are extremely timely. They closely mirror the current progressive shift in parenting roles by redefining masculinity; instead of portraying cold, emotionally-detached or clueless dads, they embrace the idea that men can be sensitive, thoughtful, and competent. By truly capturing the connection between fathers and their families without gimmick or pretense, brands can show that they too are progressive, and understand the real lives and struggles of modern fathers.
Cohesion with Societal Shifts
Male and female roles are converging in modern American society. As of 2012, more women than men were enrolled in college (1). Demographic shifts in education and the workforce are slowly beginning to impact family units: in a quarter of a century the number of fathers identifying as stay-at-home dads rose from 1.1 million in 1989 to 2 million in 2012 (2).
Even dads with full-time jobs have started to take a more active role in both housework and child-rearing. Although mothers still clock more hours taking care of chores around the house, men are stepping up to take on a larger amount of household tasks. Additionally, in 2011 fathers spent 4+ more hours a week with their children than their own fathers spent with them (3).
In 2013, 86% of men reported to Boston College’s Center for Work and Family that being a good father is their number one priority (4).
Millennial men, a much sought-after marketing demographic, continue to drive this convergence as they age into parenthood. In general, millennials see gender as more fluid and egalitarian. Males in this age demographic are more likely to abdicate their role as traditional head of the household and share responsibilities equally with their partner. They are also more involved with their kids and place a high value on bonding with other dads (5).
As modern men take on more responsibilities at home, it is fitting for forward-thinking brands to depict scenarios that accurately mirror their daily activities, thoughts, and feelings.
Optimizing the Dadvertisement
It is one thing to center an ad around a father-child relationship, but it is another to create a dadvertisement that authentically resonates with the modern male consumer. The best dadvertisements keep the focus on connection. It is clear now more than ever before that fathers’ top priority is connecting with their children, their partners, and fellow dads. Connection is one of seven deep metaphors that helps to structure consumer thinking regardless of age, gender, religion, and culture. Encompassing belonging; inclusion; love; and association, Connection is a key metaphor to emphasize when creating marketing materials targeting fathers and families.
Depicting a family bonding and growing closer together through both the positive and negative aspects of daily home life is a great way to show modern male consumers that your brand understands their need to connect and belong. There are, however, a few different ways to demonstrate true Connection.
- Connection with children — Dadvertisements must show dads connecting with their children. In these scenarios, dads should be depicted as competent adults who know what their kids want and need, and who have genuine relationships with their children. Mostly gone are the days of the distant breadwinner dad or the dad who can’t change a diaper…modern dads are now going “all in” with parenting and commercials showing dads connecting with children should embrace this.
- Connecting with partners/spouse — Modern dads see parenting as a partnership, and although dadvertisements usually center around dads, they could also include or suggest at another parenting figure. Featuring a female partner allows moms to co-create with the commercial as they can see where they fit into the family being depicted on screen. Parents in dadvertisements should encourage, support, and trust each other to show their connection.
- Connection with other dads — Dads need the same support moms do, including peer support. Due to the increase in stay-at-home dads, daddy support and playgroups are popping up across the USA (check out a great example here: NYC Dads Group). Showing dads interacting with like-minded dads shows that fatherhood does not have to be isolating, rather, it can be a life stage that connects people to new friends and community.
- Keeping it real. — While Connection may be one of the easier metaphors to understand, it can be very difficult to depict in a manner that truly, deeply resonates with viewers. Many advertisements fail when they depict shallow, underdeveloped connections or when they rely on inauthentic, over-the-top scenarios to build a sense of Connection. Family connections are built day by day in the little moments of life, and because of that it is important that the connections shown in dadvertisements are authentic portrayals of both the fun and the hard aspects of parenting. Modern dads will quickly tune out advertisements that seem gimmicky or over-the-top.
I, for one, hope dadvertisements are here to stay. It is nice to see family-focused fathers getting their time in the spotlight. As the definition of masculinity in our nation continues to evolve, it is important that our commercial media follows suit when depicting modern men.
Sources:
Dominique Dove is a Research Associate at Olson Zaltman, a market research and consulting firm in Downtown Pittsburgh.
