… as Dad 2.0, we’re not only expected to but are proud to do more than our fair share of bum and tear-wiping because being a dad is quite possibly the best job in the world. We’re the Grange Hill generation that came of age while raving and Britpoppin’ in the 90s. Imagine the date when New Lad became New Dad, and you will be halfway there.
Now as responsible child-rearing grown-ups with careers and mortgages, we expect more out of family life and we want to look good and have fun while we are doing it.
Unfortunately, the marketing world has yet to catch up with the reality of modern parenting. In advertising, dad is still the hapless sap who simply can’t get anything right. He burns any foodstuff that dares venture close to the oven, stares blankly at the mere mention of putting the washing on as if he had never visited his own utility room and returns from the supermarket with 15 pomegranates and a party pack of Twiglets when he was supposed to have hunter-gathered the Christmas dinner. That is, of course, when he is not encamped on his sofa, lounging in a cloud of his flatulence and barking orders at his put-upon spouse.
It reads as a wake up call to brands to engage better with Dads. Read the rest of it over at The Huffington Post.