Five fatherhood stereotypes in ads

Not too long ago, it was fairly common for commercials to depict fathers as well-intentioned idiots. But the times might be changing according to some, and a big reason for this shift is due to the growing number of fathers who’ve voiced their outrage.

Back in 2012, Huggies had to pull their ads when people complained that their “Dad Test” campaign was offensive. The original commercials showed a bunch of hopeless “real life” dads using Huggies products “to prove that Huggies diapers and wipes can handle anything.”

But before the bumbling dad stereotype, there were several other fatherhood stereotypes commonly shown in ads- some were equally offensive while others were quite sweet. Here’s a look back at five of the most memorable.

1.) The Disciplinarian
Once upon a time, dad was the ultimate enforcer and the phrase “wait until your father gets home” was the ultimate threat.

1940s: Fletcher’s Castoria Children’s Laxative
Fletcher's Castoria Children's Laxative

1948: Shinola Shoe Polish
Shinola Shoe Polish

2.) The Fun Parent
Because dad will always be a kid at heart!

2013: NERF Super Soaker Water Blaster

3.) The Idiot Parent
Silly men, housework and child-rearing are for women. Now, just kick back on the couch with a beer and leave all the work to mom.

2013: Clorox

2014: Lowe’s Valspar Reserve New Scrubbable Paint

4.) The Cockblocker
Because apparently, fathers show they care by making their daughter’s date uncomfortable.

2007: T-Mobile

5.) The Loving Mentor
Excuse me, there’s something in my eyes.

2015: Dove Men+Care

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