Win: Tide cleans up
Turning the dimwitted dad stereotype on its head, laundry detergent Tide produced a video portraying the stay-at-home dad as witty and intelligent, without the formulaic "dumb-dad" slant.
The TV spot's stay-at-home dad speaks to the audience with pride regarding his laundry duties, as if Tide has accepted the responsibility to prove that laundry is Dad's job as well. And, by using Tide laundry detergent to make "the clothes look amazing," the dad becomes the hero of the commercial, occupying a new space in household product advertisements.
The commercial clearly demonstrates a realization that dads are exercising more buying power and input into household spending. But what makes the video truly unique is Tide's take on the dad's "me time." When the father explains that he will "get to spend a little more 'me time'" because the garment doesn't need to be washed twice, the child instantly enters the room asking, "Daddy, can you French braid my hair?" Upon which, the dad questions, "Herring bone or fish tail?" Not only does this demonstrate a deep involvement with his child, but it also equates the dad's "me time" to the time he spends with his child. This is what makes a "man" a "dad" -- the presence of a child. In this sense, Tide is truly marketing to dads.