Marketing to Moms – Using Dads

I was at the Easter parade on Sunday, watching the crowd when a scene caught my attention.   No, it wasn't the three Great Danes in the Easter outfits, complete with flowered hats and pink doggie shoes.  (SO sorry I didn't have my camera)

It was a dad, dancing on the grass with his young daughter.  He was holding her up-stretched hands while she stood on his feet as they waltzed around together.  I was mesmerized. Which brings me to the point of this post:

Most women don't like commercials that put down men, especially dads. 

If you want to market to women, use positive portrayals of dads and kids having genuine interactions.  

Here are a few examples.  This one is from AT&T. 

Here's one from Mastercard.  Some of you may take issue with me –  saying this is putting dad down somehow. But the overall theme of the commercial is a dad and son learning from each other – a positive message.

You can have some fun with it.  Like this T-Mobile commercial where Dad's daughters are teasing him about his online dating. 

But be careful.  This T-Mobile commercial creeped me out with the little boy talking about how dad can call "the woman at my soccer games you're always staring at."  I know they're going for funny, but how is that statement supposed to make the mom in the commercial feel?

Bottom line – If you want to market to women, include positive, authentic interactions between dads and their kids.  

This entry was posted in Marketing to women done well and tagged , . Bookmark the permalink.

2 Responses to Marketing to Moms – Using Dads

  1. AdWomen says:

    Thanks for this good advice.
    Best regards,

  2. Hande says:

    Em, this resonates with aonnye who has had a cancer diagnosis. Survivors guilt: I battle it daily. Why did my one of my most georgeous, vibrant, ALIVE friends die at age 37 from breast cancer? Leaving 3 children and a reeling family behind. Why did I get a mammogram for no reasons other than paranoia the day after we buried her? To find out I was already stage II?It makes me wonder every day, what prompted those actions and reactions. None of the other girls who knew her went for a mammogram. And gee, none of them seem to have cancer either. So, I have to chalk it up to those fucked up random things in life. The avalanche effect of how I got my ass saved at 38 yrs old. It happens a million times a day, from not getting slammed by a bus or hit by a falling brick in NYC. One little action setting off many chain reactions.We are alive, we are here for a reason, and hell yeah, I intend to make the best of every damn breath I have left just as you are.I’m so glad I met you!jen a.k.aCeasar

Comments are closed.