March 5, 2015
By: Austin Ambrose, @tex_ambrose7
The image of ‘dad’ is different for everyone. The media are no exception to this, even they have their own perception of what it looks like to be ‘dad.’ For many years, advertisers believed they couldn’t have a commercial with a dad unless the dad was goofy and ended up being talked down to by his wife for making a mistake.
An accurate representation of ‘dad’ has been absent from the media, and advertisers are prime culprits. The Super Bowl, one of the most viewed TV event each year, places some of the best commercials. The commercials may attract a large majority of the viewers.
This year, however, the Super Bowl commercials took a turn from the usual gut-grabbing laughter and sexy models tactics. This time, the commercials were designed to inspire and jerk on the emotional side of people. Who was the focus? Good ole dad.
Having the focus on dad was a shift that consumers wanted to see. Many fathers agreed that the representation of dads were inaccurate, and they wanted to see a more accurate telling of the role of a child-rearing dad.
Why was this so impactful? The providers listened to their consumers. This shows a great change in advertising. Instead of trying to guess what people want to see, they are listening to the people and presented them with the images they want. Bravo to these companies. Dove being one of the first to jump on the movement.
What else made this such a memorable set of commercials? They started to move away from long-standing stereotypes, creating a new norm for commercials. This was also seen in the new fem-vertising model, showing women in a more realistic light. The media is starting to catch on that consumers are not attracted to harmful stereotypes.
People want to see accurate representation of what the world looks like. Honey Maid had their wholesome families commercial, which included many alternative styles of families not normally seen in the media. The times are changing, and advertisers are starting to catch on to these new trends.
Finally, these advertisements made a big splash because they connected to the viewers emotions, instead of just trying to sell them a product. The commercials might not have pushed buying a product, but it opened the doors to allow viewers to see what these companies care about, it showed their values. In the long run, this could create a longer and stronger brand loyalty, since the viewers can connect with the company on a more intimate level.
We are starting to see a progressive mindset in advertising, and this could be good for both the companies and consumers. Let’s hope that next year, the Super Bowl keep up the streak of progressive advertisements, as we saw with the dad commercials this year.