Are British advertisers finally starting to treat dads with the respect they deserve?
Last year a survey by Netmums revealed that nine out of ten parents said the way fathers appear on television bears no relation to their real-life contribution to family life and three out of ten said the way dads are portrayed in the media is a “subtle form of discrimination” .
Netmums founder Siobhan Freegard said: “The type of jokes aimed at dads would be banned if they were aimed at women, ethnic minorities or religious groups” and Jan Moir at The Daily Mail complained that “the insidious message that men are witless and pointless, mere playthings to be stamped on by the entire family is broadcast over and over again”.
So is the new ad from McDonald’s—famously associated with the separated “McDad” who has nowhere to entertain kids at the weekend so takes them for a burger—a sign that British advertisers are starting to take dads seriously?
It’s a tender, low-key advert that shows how Ronald McDonald House Charities provide free home-from-home accommodation for dads (and mums) with a child in hospital. The whole theme of the ad is the importance of children in hospital having something familiar and reassuring close by, in this the thing the child finds most comforting is “dad’s voice”.
It’s a beautiful, simple ad that makes dads proud. If you’ve got a heart and care about dads then we recommend you watch it and judge for yourself.
—Picture Credit: McDonalds 2014
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