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.