Disney is spearheading a new movement to ditch tired “dad” stereotypes, calling on brands to better reflect modern family structures and social dynamics.
“We shouldn’t just stereotype them, which I think as a generation we probably have done,” Disney’s UK chief marketing officer Anna Hill told The Drum. “We’ve gone through a big change in our generation: dads are becoming househusbands and the main caregivers. They are a source of protection, comfort, enthusiasm for their families. So I think it’s important for us that we tell new stories.”
The move is backed by a study on modern-day dads, which found the market is largely misrepresented in advertising and media. Interviews across the UK, Germany, Spain and Sweden revealed that families no longer relate to trope like the absent or overworked father figure. Instead, the study uncovered four key emotional drivers for dads: the desire to bond with, protect, help and entertain their children.
Brands that are embracing this change include Pantene, with their 2016 “Dad-do” Super Bowl campaign. The ad featured prominent NFL players styling their daughter’s hair and spending quality time with them. Oxo similarly challenged stereotypes by replacing the iconic Oxo mom with “The Oxo Dad” in a 2016 campaign. The move came after research groups expressed their disappointment with scenes of a mom doing all the cooking, writes The Guardian.
