The Pampers People Add Fuel to the Fire
Posted on 12. May, 2010 by Brian Reid in advertising, gender equity
When I checked the mail today, there was a packet of coupons waiting for me from Proctor & Gamble, the folks who make Pampers. “This is great,” I thought. “This is a peace offering to atone for their repeated Mother’s Day stupidity.”
But — of course — it was not. Just another mailing designed to get me to buy LashBlast mascara and Venus Embrace razors.
Then I turned over the envelop to see the cover image (at left). It shows a happy family. Two kids on the floor, coloring. One kid is joyfully sitting atop mom, who is prone, smiling at the other kid. And dad?
Dad is in the background, out of focus, on the couch.
Which — given P&G’s track record — is exactly where the company evidently believes dad is, most of the time.
Not cool, Pampers people. And don’t think that the 50-cent coupon for Secret deodorant is going to buy me off: I’m continuing my Pampers boycott until the company acknowledges that dads are a vital part of the parenting (and diapering) equation.
17 Responses to “The Pampers People Add Fuel to the Fire”
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14. May, 2010
[...] read RebelDad’s post on putting Dad in the background on a recent Pamper’s Direct Mail [...]
Chris Routly (Daddy Doctrines)
12. May, 2010
Hahaha. Oh man that would be even funnier if it were not so sad.
The best part is I bet that Mr. Blurry is only in the ad at all because they thought they were throwing a bone to dads, figured having him a blur (napping?) on the couch was enough. It’s almost Freudian.
Philip (RAOP)
12. May, 2010
I have to agree with Chris on this one. It would be better if he wasn’t even in the picture. At least then we could believe he was out working hard, or taking the picture, or maybe, just maybe changing the baby’s diaper.
Hummm… to bad. I really is sad how fathers are portrayed in our society. Here’s to working to make it better.
DC Urban Dad
13. May, 2010
I am trying to get all bent out of shape over this ad and it just doesn’t bother me. Maybe it should affect me more.
Brian Reid
13. May, 2010
DCUD: I have to be honest … if I got worked up over every consumer product ad that marginalized dads, I wouldn’t have time to eat, sleep or think. I just found this funny given the timing. It’s like P&G is goading me.
Your reaction is perfectly normal and appropriate. They just caught me at the wrong time.
DC Urban Dad
13. May, 2010
Hahahahahaha. I hear ya. Doesn’t shock me from a company run by old dudes.
Brian C
13. May, 2010
Wouldn’t it have been cool if he WAS in the background changing a diaper? That would have been awesome.
I get not being worked up over every little slight dished out to dads, but damn, when is a company going to cash in on this fundamental cultural shift. It astounds me that in this era of narrowcasting and market research dads are still seem as trying to secape from their family, stupid, or whipped.
I’m a dad, I’m a husband, I’m a man, and I love it - now sell me something based on that. Go ahead, I dare ya.
Or not, cause I’m also broke.
Brian @twinbabiesdad
Philip
13. May, 2010
Brian C, you made me laugh! I may have to steal your dare and use it in a post sometime. These companies might actually get somewhere if more of us weren’t broke! Oh well.
BloggerFather
14. May, 2010
I’m kind of with DC Urban Dad, but only because I’ve seen worst stuff. I mean, Dreft laundry detergent shows a mother holding a baby. On the other hand, Baby Bjorn shows a father carrying a baby. I do get mad when Playtex (which I will never use) sells a sippy cup that’s “Designed for Mom” because it’s spill-proof. Or Babies’R'Us (which I will never buy from again) putting Baby Bjorns in the “Just for Mom” section.
Jay
14. May, 2010
I understand completely being a GAY parent ( 2 moms) in our situation I am bothered that these companies do not market to us as well. AT least your in the pictured dude! I still feel for you !!!
SDMama
14. May, 2010
You SHOULD boycott Pampers, maybe not because of the ad, but because they are not good for your baby… full of chemicals… go cloth.
lizzysbusybabyproducts
14. May, 2010
How often do both parents play with the kids at the same time? I for one try to have some quiet time when hubby steps in. I think it’s just a poor ad- not meant to portray anything- not diapers, not the role of dad’s in society- nothing! I agree that you should boycott Pampers, but because they are harmful. If disposable diapers are your thing go for latex free, chlorine free Nature Babycare that are quick to biodegrade and can be compostable (by special companies).
P.s.
Daddies Rock!
melane
14. May, 2010
I would be more worried right now about boycotting due to the huge issue with the chemical burns that the new Pampers Dry Max is causing and Pampers is refusing to acknowledge. They have continued to blame the parents for bad diapering instead of taking blame for their own issues!
Michael
14. May, 2010
I agree with Melanie ,boycott Pampers for selling a harmful product ,my daughter is 13 months old and NEVER had a diaper rash until these Dry Max pampers. They need to own up to their mistake.
Seattledad
14. May, 2010
I am not too worked up over either, but recognize that the attitude does need to ‘change’. We dads need to be recognized for the literal sh*t we have to deal with too.
Way to go man.
Shari
16. May, 2010
I admit when I saw a link that a dad was boycotting pampers for their anti-dad advertising I thought Oh geez…but then I came and read. I totlaly agree. Often in these times men are made out to be stupid, or useless in ads. In frustrates me, b/c 1. I have a hubby that is extremely smart, competent, and so helpful. I truly could not do any of this without him. 2. I am raising 3 boys, and I don’t want them to think that this is acceptible.
yashiro
17. May, 2010
I agree with Shari. My wife and I shares the duty for our son. I thought companies are becoming more gender sensitive.