I know KIA has been taking some heat for their steamy guy – making – out – with – female – police – officer – in – the – back – of – a – KIA television commercials, but it’s their other current television advertisement that perpetuates the myth that Dad’s are inept caregivers that bothers me.
The ad shows a Mom pulling up to her house. In the front yard she witnesses a scene where Dad is precariously perched on a ladder blowing leaves from the gutters with a leaf blower. In the front yard, and out of his sight, his daughter is painting the family dog while 2 hockey playing boys are using their hockey sticks like medieval swords. Mom takes one look, turns around and drives away.
All harmless fun, until you realize that the underlying message here is that Dad’s are oblivious when it comes to running a household and only Mom’s can maintain any sense of control over the household.
As a Dad, I find it a bit insulting that the marketing folks behind KIA’s latest ad campaign chose to reinforce the untrue stereotype that Dad’s can’t cut it. We are somehow inept to the point of neglect when Mom isn’t around which is, of course, completely false.
Maybe I am losing my sense of humour as I get older, but really, how many more of these “Mr. Mom” ads do we have to stand for? After all, it has been shown time and time again that men CAN do housework AND take care of kids AND run a household.
Perhaps the KIA marketing folks should educate themselves and hang out at Rebel Dad and catch a glimpse of the true face of contemporary Dads.