Dadvertising for modern Dads
Four Lavender Dads share what’s at the top of their wish list for Father’s Day advertising.
Ed, Max, Ian, Russell
6 minute read
An ad that asks us to help Dads feel more comfortable this Father’s Day with undies that flex with all the changes fatherhood brings.
This TVC draws on the love between Dads and Daughters to create an emotive vignette of the sacrifices and everyday triumphs of parenthood.
This ad celebrates every kind of Dad – whether they’re the strong silent type or the sideline supporter.
While not exactly a Father’s Day ad, this IKEA radio spots brings to life the trials and tribulations of building a family home as a Dad.
Men are even more likely to change jobs than women so they can be more involved with their child’s life and support their partner. So it’s clear more needs to be done beyond just Father’s Day recognition to support them.
1. Recognise Dads as caretakers.
Acknowledge the stress and excitement of family life for all employees, regardless of gender or family structure. Try extending office rituals to include everyone; for example, if baby showers are thrown for expectant mothers, they could also be thrown for expectant fathers.
2. Embrace flexible work options.
COVID has taught us all that flexible work can have its benefits, and organisations have long put conscious effort into embracing these methods for mothers returning to work. Making these options available to any new parent means fathers can also benefit.
3. Make the options clear.
These may already be available to your employees, but research shows that male employees rarely take full advantage. This can be because of the perception that managers don’t support time off for a new child (despite most saying the opposite) or because they don’t see the same behaviour modelled by others. The fix? Managers and supervisors need to be more vocal about Dads and partners exercising their choices.