Acting on outdated stereotypes downplaying the role of dads in the home, brands and their agencies have continually picked on fathers. But the bullying has not gone unnoticed. According to a recent study conducted by The Parenting Group and Edelman, the majority of dads experience a societal bias against them. In fact, "82 percent of men whose oldest child is less than 2 years old believe an anti-dad societal bias exists, compared with the average of 66 percent among all dads."
Yet brands continue to force feed the familiar "doofus dad" stereotype down consumer throats. However, as dads become increasingly social online, brands are beginning to satisfy the market craving for inspirational father figures, producing ads that resist past ideologies and embrace a future that reflects Dad's dynamic role within the parenting equation.
Let's take a look at two brands that missed the mark with the dad demographic -- and three that hit the bull's-eye.