The latest ad campaign from Huggies gets put to the test by dads who refuse to be labeled as inept parents.
Last month Huggies, the popular diaper brand from Kimberly-Clark, launched an advertising campaign putting their diapers to the “Dad Test.”
Huggies believes the campaign will “celebrate fatherhood.” The truth is they are ridiculing fatherhood.
On their Facebook page, Huggies asks consumers (moms presumably) to “Nominate a dad. Hand him some (Huggies) diapers & wipes and watch the fun. Tell us how it went on Facebook!”
“Watch the fun.”
You’re kidding me! This phrase is loaded with stereotypical assumptions that dads don’t know how or when to change diapers. It seems to me they’re hoping for comments like “Huggies diapers are so good, even dad can use them.”
Along with their Facebook campaign, Huggies has a series of TV ads. The first ad I saw was a teaser announcing the campaign saying “To prove Huggies diapers and wipes can handle anything, we put them to the toughest test imaginable: Dads, alone with their babies, in one house, for 5 days while we gave moms some well-deserved time off. How did Huggies products hold up to daddyhood? The world is about to find out.”
To find out if dads will make it for 5 days alone with their babies is NOT a way to “celebrate fatherhood.” Most dads don’t struggle with infant care today and, in fact, 32% of dads are the primary caregiver. Also, Time Magazine, in article last year titled “Chore Wars,” found that dads are nearing equality to moms in time spent with their children. Clearly most dads know what a diaper is and how to use it. Celebrating fatherhood would be showing how dads parent well, not wondering if they would survive without their wives.
The second ad I saw had five dads feeding and then rocking their babies to sleep. It was a very sweet ad that showed dads can lovingly and competently care for their babies.
Unfortunately, I wished I had the sound off. The voice-over softly explained, “To prove Huggies diapers can handle anything, we put them to the ultimate test: Dads, alone with their babies, at naptime, after a very full feeding. Can the leaks stay locked through a long, milk-induced slumber? Grab a dad and see for yourself how, compared to Pampers Baby Dry, all new Huggies Snug & Dry stops leaks better.”
It is not an ultimate test to leave dads alone with their babies. Shocker alert: most dads CAN handle their babies alone, at naptime or any other time. Suggesting otherwise is ill-informed at best and offensive at worst.
In a response to mounting criticism, Huggies replied “For our recent ads, Huggies recruited real Dads and their babies to put our diapers and wipes to the test in real life scenarios. …we wanted to celebrate fatherhood and all the fun – and challenges — that go with it.”
It’s a weak response that is completely disconnected from the concerns raised. Many have angrily blasted Huggies for making it seem like dads might not be able to take care of their babies alone. Somehow Huggies has missed how their ad campaign is so poorly worded.
Let me explain. In order for Huggies to say it is the “toughest test imaginable: Dads, alone with their babies” the underlying assumption is that dads can’t do well alone with their babies; that only with Huggies, can moms feel good about leaving dad alone with their babies.
This is not how to “celebrate fatherhood.” This is how you tell dads they aren’t competent parents. This is how you perpetuate the stereotype that dads are screw-ups and moms, or leak-proof diapers, need to save them.
The only thing dads need to be saved from is ad campaigns like this.
Several petitions have been started on Change.org asking Huggies to reconsider their ad campaign: Huggies New “DAD” Campaign Casts Dads in Old, Negative Stereotypes, We’re Dads, Huggies. Not Dummies, and Huggies Offensive to Dads.
Fantastic! The only thing holding back our society is harmful steryotypes like this, and BOTH genders are to blame! How can we expect to further advance society when people portray men as fools and women as domestic superheros. It is 2012, not 1950.
Do you get offended by the poop there it is luvs commercial? how about the naked M&M commercial is that offensive to you? ITS A COMMERCIAL TO SELL DIAPERS. Lighten up. People spend way too much time complaining over stupid trivial things. If your a good father and can change a diaper like a pro then you should be glad huggies is trying to make diapers that are trying to make less leakage and therefore less laundry for whomever does the laundry in your home. Cant you find something better to complain about then a commercial. And no where in… Read more »
Do you think there is any line that shouldn’t be crossed? Would a commercial making racial jokes, for example, be acceptable to you?
Huggies Makes Amends with Dads After Flunking Facebook ‘Test’…
Huggies Makes Amends with Dads After Flunking Facebook ‘Test’…
You might find this article of interest. It’s gotten tons of views at examiner.com:
http://www.examiner.com/advertising-in-richmond/angry-dads-outrage-gets-huggies-ad-campaign-pulled-from-television
Grow up, Daddyboys. If this is going to offend you, then you have a long road ahead. When your kids are teenagers, they will be way more offensive than this silly Huggies promotion, and hopefully you will learn by then not to be offended by every little thing. Clearly, the bloggers on this site don’t have a sense of humor, take themselves too seriously, and are about as emotionally developed as their children.
I have read a few of these post and people are really ticked off. I’ve been a stay at home Dad, (during the day and working most nights) for eight years. I’ve got the diaper change thing down to a science and I thought it was funny. What the heck happened to the world where nothing is funny anymore? People need to just lighten up. It’s not like the people that came up with the ad idea were saying, “I’m going to really show the world that men suck at taking care of children.” Then insert maniacal laugh. They weren’t… Read more »
Thank you Todd. Finally a voice of reason.
I’m a retired military member and stay at home dad taking care of a 2yr old and newborn twins. So y’all take this next statement for what it’s worth. Time to grow up fellas.
Like you all I believe I’m good at being a stay at home. Because of that belief why would I give a crap about a diaper ad?
Because it perpetuates a myth that mothers are inherently superior to fathers. Just look at the discussion between Katie and myself to see that myth in action. And should you ever get divorced, you can believe the judge will hold to that myth as well, and strip your kids from you like they do most other fathers. All you can hope for is that your wife is able to ignore the lawyers and gives you a fair deal (or she’s so clinically insane you can get her locked up for a few years)… and it’s all made possible by the… Read more »
First of all citing Katie as proof lends no credibility to the discussion. One un-informed man hater does not speak for the entire group. Most of the women I used to work with in the military and the women at our church had and have no doubt that I was the better choice to stay home with the kids. Ironically that doesn’t make them right. Only time will tell. A few women at church out of a group of several had concerns, so what. Should I burn the church down because 3 or 4 women out of the 40 or… Read more »
“First of all citing Katie as proof lends no credibility to the discussion. One un-informed man hater does not speak for the entire group.” Never suggested she does speak for the whole group, I was merely pointing to her as an example that the myth does in fact live. “Most of the women I used to work with in the military and the women at our church had and have no doubt that I was the better choice to stay home with the kids.” Just as one un-informed man hater does not speak for the entire group, one exemplary example… Read more »
and if you had read the last sentence of the first paragraph you would have seen that I clearly said their agreement does not make them right. I misunderstood. I thought you wanted hyperbole when you mentioned having to get you wife committed for insanity for any chance at getting your kids. I don’t have a problem with anything but whining and people telling implying I should not be allowed to comment because I’m not in lock step with what they think. . You want to tell huggies they stepped in doo doo, go buy pampers. But the, “what an… Read more »
Odd that you feel others complaining is silly and makes them need to grow up and “get over it”, but you complaining of others complaining says nothing of yourself… except that for someone telling others to grow up, you sure have some childish double standards. I simply answered the question you put to us…
“Because of that belief why would I give a crap about a diaper ad?”
Don’t get pissy at me because you don’t like the answer, boy.
Hahahaha. Just what the internet needs another keyboard cowboy. Oh you called me boy. I’m furiously, outrageously offended. You going to beat me up now Mark? Hahahah. I never responded to any of your posts. i agreed with someone else and you felt the need to jump in. A couple things about the “don’t give a crap about a diaper ad” comment: First it was a rhetorical statement – look it up it will take too long to explain. Second, can you really not see the irony/humor in the crap – diaper combination? You are taking this too seriously. Lastly… Read more »
“I never responded to any of your posts. i agreed with someone else and you felt the need to jump in.” I never claimed you did. I said you asked a question and I answered it. I also provided a direct quote of the specific question you asked. Again, just because you don’t like my answer, don’t get pissy with me. “First it was a rhetorical statement” It was a question none-the-less, and one I felt had an answer you were not considering. In all our back and forth, you haven’t actually challenged any of the points I made in… Read more »
“Furiously, outrageously, insulted.” Oh my god dude, those are lifted right from the posts on this board. I was using them to make fun of you, laughing at your fake internet muscles. Ok so sarcasm not big on your list either I see. No problem, it’s not for everyone. I said I was moving along to let you have the place all to your hysterical hissy fit self. Yet here you are, working out your tough guy fantasies. To be honest I don’t know what point you were making because I never read any of your posts before you responded… Read more »
“Ok so sarcasm not big on your list either I see.” Sarcasm doesn’t translate well in text, especially from someone who’s complaining because others are complaining. ” because I never read any of your posts before you responded to me.” My first post to you should be all you need to know my point. but instead you tried to attack me for daring to answer your question in a manner that didn’t meet with your own expectations. You still can’t address my point, only attack me and act condescending, calling me an internet tough guy. You’re projecting, boy. ” It… Read more »
Francis, I regret that my comments led you to think I’m an “un-informed manhater.” I’m very, very informed, educated and credentialed with lots of varied social and professional experiences with men and women, as well as personal parenting experiences. I am well-respected and liked in my community, particularly by men, and have a good sense of humor. 1) I am not a frequent commenter on this site and I got this thread mixed up with the one under “When will parenting be gender neutral.” Apologies. If you want more background on my comments look there, but I won’t bore you… Read more »
Katie You say you’re informed but then toss out, in my opinion, a very large generalization. I’m speaking of item #5. In my area, Knoxville TN, that is simply not the case. You know how many women approach me and my son when we go to Little Gym, the grocery store, the doctor, pre-school, church? Countless women approach me and ask what I think are really good questions about how I came to be at home and how it’s going. Likewise, I’m always talking to other moms. I know every kid and situation is different but I believe I can… Read more »
Francis, thank you for your articulate response. It’s great that moms are so friendly and sharing with you. Some of my dad friends have shared with me that they feel like outsiders around groups of moms or even somewhat shunned. But maybe part of that is because you live in the South, Tennessee, where I have found people to be friendlier and more polite (and better drivers) than in New England, where I am. Maybe you’re just a friendly guy with a good attitude (although my friends are too), or a little of both. Per the second part of generalizing… Read more »
Katie You have hit on an odd mix really. I was born and raised in Jersey, in an Italian family, but have lived in the south for some 11 years now. I agree it is much friendlier here and surprisingly very accepting of stay at home dads. At least half of the kids at the school or the doctors office are with their fathers. It’s one of the reasons I chose to retire here. I expected to run into the things you talk about but I have not. But growing up, my father did the cleaning and cooking. He taught… Read more »
I was going to post something similar to Erin. My husband sent me a link to this joking, “Should I be offended?” Both of us work outside the home, both of us change diapers, both of us do cloth diaper laundry. We take turns getting up with her in the morning. He does baths. I do naps. It’s a pretty even split. He’s spent plenty of time alone with her during waking and nap/sleeping hours. So, I’m kind of offended by these ads on his behalf, but he’s shrugging it off because he knows who he is as a father.
Great article, Al! This kind of stereotype does mothers NO favors, either. Most the mothers I know do not want to do all of the child care just so they can get points for being the better caretaker… we appreciate having partners who do their fair share. And seeing our kids bond with their dads! My husband not only does diaper changes, he does cloth diaper changes and cloth diaper laundry. Since he travels for work, he is happy to step up and do most of the diaper changes when he’s home so I can get a break. I wouldn’t… Read more »
“I don’t think – in this country – men are raised with the mentality and skills to do the work of child care.” Even if that is true we have living proof that men can overcome that. We know men can be the primary care givers of their children. And that is why, to me, this Huggies ad is so bad. I don’t think I can say it any better than Jennifer did above, “We can’t ask men to do their share of childcare while simultaneously ridiculing them for doing it.” If men are bombarded with the messages that you… Read more »
Chad, women are constantly derided, ridiculed and insulted for being mothers, housewives and taking care of their children. “Mother” is very often a term of derision in this country – someone who’s boring, inane, overly moral, unattractive etc. It’s very difficult for middle aged mothers returning to work to find gainful employment in this country, whatever their credentials. It’s almost a stigma. Other countries have much more respect for the role and work of mothers – from pregnancy till grandmotherhood. In this country, women seem to be regarded as men with vaginas and after they deliver a baby they become… Read more »
Sorry, but why are you going off on me about this? I stay at home for heavens sake, you don’t think I respect women who do the same?
I have been out of the work force for 12 years. You don’t think there is going to be a stigma attached to me if I try to return to the workforce after leaving to stay home full time with my kids?
Chad, apologies, I did go off on you a bit. Yes, there probably will be a stigma when you return to the workplace. You’ll probably be positioned in a rock bottom, go-nowhere job with impossibly low pay and it will really get to you. Our country is not family friendly. As we go through life stages, we buy into demographics – HS, college, working single, young couple with baby, divorced parents of teenagers and each time we’re conditioned to socialize only within our groups and if you buy the products manufactured for that demographic you feel like you have some… Read more »
“You’ll probably be positioned in a rock bottom, go-nowhere job with impossibly low pay and it will really get to you.”
Are you still taking shots at me? I know I was arguing a point of view but did I do something to personally offend you?
Chad, no I’m not. I really don’t know much about stay home dads getting back into the work force, but for a lot of former professional women their greatly reduced opportunities come as a grim awakening.
The only ones I see who use mother in a negative way are radical feminists, like the ones who attacked Palin and/or see stay and home mothering as a degrading and unfulfilling position that makes a woman a slave to her husband..
“Nothing is sexier than a man holding a baby?” I have never heard this. I don’t buy those census stats one bit. Not going to argue about methodology, but it’s way off. The Yahoo one could indicate that single men shop for their own groceries now or correlate with the large number of broken homes. For every survey/study that says one thing, there’s another funded by another source using a different population, different methodology saying something completely different. Just because an independent org produces a study, it doesn’t mean it wasn’t commissioned by a client with vested interests. There are… Read more »
Katie, you and I live in different worlds. I don’t doubt you hear these things about dads. I hear them too. The difference is, I know so many dads who don’t fit the comments you hear. I am currently working on a book project tentatively titled “Dads Behaving Dadly: Chronicles of the Fatherhood Revolution” which tells the stories of many good dads in their own words. When it is released, I’ll make sure you get a few copies to pass out to the parents of your students. They will learn from these stories that most dads can and want to… Read more »
I have no doubt that most dads want to be active, involved parents and that many of them put a lot of work into it when their children are babies, but it falls off dramatically as the children grow. I don’t think – in this country – men are raised with the mentality and skills to do the work of child care. My students often say that some of the chores dads do are grocery shopping and sometimes cooking. And of the cooking responses, the majority of those kids are children or grandchildren of immigrants. And the dad’s cooking doesn’t… Read more »
“I have no doubt that most dads want to be active, involved parents and that many of them put a lot of work into it when their children are babies, but it falls off dramatically as the children grow. I don’t think – in this country – men are raised with the mentality and skills to do the work of child care.” And it never comes to mind that the reason it may tapper off isn’t because of the dads? I don’t know how many of my friends, when their first kids were born, would just start doing what needed… Read more »
Everybody does things wrong sometimes. Being told you’ve done something wrong is no excuse for not sharing in the workload. This sounds like your ego was hurt. Welcome to motherhood and fatherhood, it’s not about you anymore. Masculine egos and the need to control are reasons why men have a harder time taking care of children then women.
Just do it right next time.
“Being told you’ve done something wrong is no excuse for not sharing in the workload. ” I’m not talking about being told you’ve done something wrong (just because you don’t do it their way, doesn’t mean it’s wrong FYI.)… I’m talking about being told you CAN’T do something right. “This sounds like your ego was hurt. ” Shaming language won’t work on me. Are you even capable of addressing someones point without trying to undermine their argument by claiming to some personal fault? “Welcome to motherhood and fatherhood, it’s not about you anymore” Thanks, who’s the mother? Cause I have… Read more »
Mark, look at it this way. Say you have an office where you work, conduct your business, file your documents. Your wife wants to help out, be a part of your life, make sure things are running properly and she comes into the office, rearranges files, leaves stuff out and walks into a meeting where you’re conducting business and starts sharing her opinion about things she’s not familiar with and trying to cut non-sensical deals. This is a bit what a stay at home mom feels like when her husband who isn’t (time %-wise) that involved with childcare. Little details… Read more »
Are you implying that when a couple has their first child together, the mother is somehow endowed with the knowledge and experience as if she had been doing it as a professional career for some time, while the father is not only not familiar, but actually inept and damaging, based on nothing more then their gender? “This is a bit what a stay at home mom” Who said anything about stay at home moms? Or are you making the assumption that all mothers are stay at home moms? You never even brought up stay at home moms. your initial assertion… Read more »
If you don’t like women, don’t hang around with them.
Oh no! You’ve managed to challenge all my arguments with but a single phrase. I am beaten.
I’m not the one claiming men are less capable than women. I’m not the one telling others men should do what they’re told. Yet I’m the one accused of not liking the other gender.
Mark, you exaggerated my comments regarding custody situations where the woman has done all the childcare over a ten-year period and then generalized them across the entire male gender in all situations.
I stand by what I said regarding those situations, but please don’t misrepresent my words just to vent rage at me and women in general.
“my comments regarding custody situations where the woman has done all the childcare over a ten-year period ”
This is the first of your posts that mentions anything about a custody agreement over a ten year period. Up until recently, we were discussing fathers being involved… period… full stop. Your assertion was that fathers top being involved. there was no mention of custody agreements, or timeframes, or stay at home parenting.
Mark, ??? There was no mention of a custody agreement over a ten-year period. The situation was a woman raising her children till they were ten and the father took no responsibilities for raising the children although his work did not prevent him from this. Mom did everything from medical to school to music lessons and practice to meals to shopping to house cleaning and maintenance to sports (she coached) to boy scouts (she led projects) to Sunday school (where she taught) to dance to art to gardening to holiday and birthday celebrations. Yes, she should get full custody. No,… Read more »
“The situation was a woman raising her children till they were ten and the father took no responsibilities for raising the children although his work did not prevent him from this” Where is this stipulated? This is the first time any such criteria has been stipulated as part of the conversation. At no point in the conversation has this been limited to ” a woman raising her children till they were ten and the father took no responsibilities for raising the children”. It seems to me you are thinking of a very specific anecdotal scenario, but left me out of… Read more »
Sorry Mark, I did get this thread of comments confused with another. Apologies, no wonder you were confused. But yes, women have certain instincts about raising babies and children that men don’t have. This is not to say that men don’t get new feelings too, but when a woman has a baby, she is really changed in a physical way. She gets a certain alertness and wariness and wakes up at a pin drop, can tell what a baby needs at a glance. Sacrifices everything for the baby. The female of most species is like this. If you’ve ever watched… Read more »
“I don’t understand why you’re so opposed to something that’s so natural and beautiful. Men are different than women.” I’m not sure what you are accusing me of being opposed to. What I am opposed to is the claim woman are inherently better than men due solely to their gender. Such as via comments such as: “women have certain instincts about raising babies and children that men don’t have.” Those instincts are developed out of a need and concern. Both parents are equally capable of developing those instincts. ” she is really changed in a physical way” being changed in… Read more »
Mark, women care for babies and children better than men. That is why women, and not men, have babies.
“women care for babies and children better than men. ” Your repeating it over and over again doesn’t prove it as true. Women have always held that role, while men were given the breadwinner role. I find it odd that you’re trying to enforce gender roles by claiming they are inherent, despite all the complaints from feminist how women are forced to take all the childcare responsibilities. your attitude shows there is no forcing of it on women, it is a choice to horde it. “That is why women, and not men, have babies.” Actually, women have uterus’, that’s why… Read more »
Mark, women are completely different critters. In full disclosure, I used to buy in to the “we’re pregnant, we’re co-raising our children” but it really was just wishful thinking on my part. He would be overwhelmed by the smallest thing, hit the kids, scream at me. He went to counseling and they told us when the kids were challenging or if he was losing control he should leave or let me handle it. Other men friends have told me they can’t stand it when a kids mouths off or has a tantrum and they leave too so they don’t hurt… Read more »
Mark, the men I’m talking about who cook genuinely enjoy it. They’re lord of the kitchen and connoisseur of cuisine and very particular about ingredients and methodology. From my students I find that men who are immigrants or descendants of immigrants are cooking. I don’t think it’s an American male thing, except for maybe the Saturday night steak on the grill, in which case mom is often in the kitchen making side dishes and cleaning up.
Al, you said, “I’ll make sure you get a few copies to pass out to the parents of your students. They will learn from these stories that most dads can and want to be active, involved parents.” Seriously? Do you think it’s a teacher’s place to hand out politically motivated literature to students’ parents telling them how to parent? Do you think parents appreciate teachers telling them how to raise their kids? Do you have any contact with your public school system at all? There are very strict regulations about what teachers can pass out to students and parents and… Read more »
Katie, you have posted several comments here. To me, they illustrate that you have very strongly formed opinions, and are not receptive to other perspectives. That’s too bad. However, it is a certainty that if my kids were in your class, and I had the same impression of you in person as I do on line, I would pull my kids from your class. Honestly, I’m not telling you this to be mean. I’m telling you so that you might re-read your comments and understand what drives my conclusion. Whatever has destroyed your faith in men is a shame, and… Read more »
Jim, you’d pull your middle or high school or elementary school child from classes because the teachers believe that mothers are more suited to raising children and do most of the work in the home?
You’re going to have a really, really hard time finding teachers for your child.
I did not say I would pull my kids because of the teacher’s beliefs. I made no direct statement of why I would pull them. You presume too much. If you honestly care what I think, read my post again. Then read all of yours. The reason is implied, all you have to do is read with an open mind.
On the contrary, I find excellent teachers throughout our school system, both public and private schools. They are not all perfect, but neither am I.
Well, she didn’t deny the loss of faith in men, so you at least got some things right.
Sometimes these responses are defenses to being told they don’t hold the baby right or feed the baby right or do something else right. Many women say they want help but then criticize if it isn’t done their way. Men are perfectly capable of raising their children and I, too, find these ads condescending.
I apparently live in your world too Katie. from my experience the most parenting coming from fathers is when the kid gets old enough to “play ball”. Isn’t there an organization that does this?? umm.. isn’t it called Big Brother/Big Sister.
I’m sure there are fathers out there who do put in the unpaid unappreciated grunt work of child rearing. but I’ve seen a lot more of the former than the latter unfortunately.
It never ceases to amaze me how those who whine and whinge about gender stereotypes and the harm of negative portrayals of women so easily buy into those same stereotypes and negative portrayals of men. The fact that katie is a teacher (meaning she has far more flexible hours, and thereby can do more for her kids (who are in the same school?) without impacting her job, not to mention not having any details about her childrens father, or even if he’s in the picture, or yours for that matter (can we really blame him for spending less time with… Read more »
When my daughter was born almost fifteen years ago, I had a slow recovery due to a difficult delivery followed a week later by a horrendous bout of kidney stones. My husband changed every diaper for the first month. When we took our daughter for her first well-baby visit, the nurse kept asking me questions about our daughter’s habits and ignoring my husband. I finally said, “Look, ask him. I haven’t even changed a diaper yet.” She was appalled.
We can’t ask men to do their share of childcare while simultaneously ridiculing them for doing it. Shame on Huggies.
Yes, women still do most of the child care even though 32% of fathers now are the primary care giver according to the Census. And yes, women probably still do most of the grocery shopping, even though an article in Advertising Age last year found one survey from Yahoo showing 51% of fathers are the primary grocery shopper. So dads should be told they can’t be alone with their babies because they don’t do most of the child care or shopping? I guess then the NFL are a bunch of idiots for marketing clothing specifically tailored to women then since… Read more »
The reality of the situation is, if anyone knows the real data on which gender buys and uses which products and which gender does which child and home-related chores, it’s consumer products organizations. They spend millions and millions researching this and although it’s privileged information and they’re not going to share it with the public, you can get an idea of who they’re talking to. However, don’t take the ads on face value because as we all know, advertising is manipulative. This ad certainly got your attention and got you to repeat the brand name “Huggies” several times, didn’t it?… Read more »
Next should be the TIDE campaign where the couple is folding laundry together and then she suddenly says to dad: “You suck at folding!”
Really bothers me. What is the purpose of that put-down? Until then, it was a very nice commercial.
I know right. Makes me wonder how much “progress” has been made when it comes to gender roles sometimes.
Next Craftsman will run an ad where they put their tools to the Ultimate Test. A woman, alone at night, broken down on the freeway, with no cell signal. Because it won’t be her own automotive skills that see her through no it will be her choice to buy Craftsman tools…
I wonder if they would’ve laughed as I learned to put diapers on my preemie while she was in the NICU with tubes and wires hooked up all over her body. This offends me more than I can say. I am a very involved father in a world of SAHDs and 21st Century Dads who are actively crushing the stereotypes this campaign is supporting.
Wow. I haven’t seen these ads but just reading about them makes me furious. Once again the fathers of the world are getting the short end of the stick for no reason whatsoever…sidelined, minimized, and emasculated by an industry that thinks only women are parents. Fuck that. I can take care of my 3 boys perfectly fine by myself WITHOUT Huggies.
Thanks for this! What an insulting ad campaign. (Added to the host of ads for cleaning products called into the line of duty by sons and fathers who are all elbows with the smoothie blenders and salsa bowls but nary to be seen with a wipe, mop, or stain remover – egad!)