The way dads are portrayed in the media has long been an issue of mine. While moms have their own stereotypes to fight, dads have the likes of Homer Simpson and Al Bundy as their pop culture archetypes — a burden that has haunted us for decades.
Dads have evolved from the days of being greeted with a Old Fashioned at the door to the days of the two-income household, but sadly the media hasn’t accepted the reality that a dad can be just as competent a parent, albeit in a different way, as a mom. That’s what makes this new campaign from General Mills so incredibly awesome. While I can’t vouch for the cereal (nor could I eat it as I’m gluten intolerant) it seems like at least one large household brand is finally getting the message that not only is being a dad cool, it’s awesome.
The commercial appears to be the first of many in the #HowToDad campaign, but the most important part is the fact that someone has finally figured out that depicting dad as a bumbling idiot who orders takeout to avoid setting fire to the kitchen is a failing strategy.
Just before Father’s Day, I was interviewed about the changing role of dads and how being a dad differs from being a mom. As the #HowToDad campaign illustrates, dads have their own style and their own way, but the responsibilities are the same. Brands should be aware; dissing dad is leaving money on the table. Congrats to General Mills.
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