Olympic advertisers make dads disappear….again

29 Jul

P&G Olympic web banner

Anyone who reads this blog knows that one of my biggest beefs is the way fathers are nullified by advertisers. Apparently, only moms know best.

P&G is up to these same old tricks this Olympics with a campaign that tells us that behind every great athlete, is a mom.


Dad must have been down in his basement cave, drinking beer and screwing up the laundry.

I’m not suggesting that moms are any less important to a child’s development and sense of confidence than dads. But why ignore us completely? Do we not purchase products? Do we not also change diapers and give our kids baths and nurse them when they’re sick? It’s not the 1950’s anymore.

There is the Yahoo! Olympic Sports page, which has a tab dedicated to moms. Only to moms of course.

Yahoo!'s Team Mom sports page tab

Then there is the CTV coverage of the Games, which yesterday gave us repeated shots of the mothers of swimmers Michael Phelps and Ryan Lochte cheering on their sons. And who was that shadowy figure hanging off their right shoulders cheering along with them? Could it be the dads, up from the basement cave all cleaned up?

Mom watching her kids at the Olympic

A whole mom and half a dad.

As I was writing this, the following commercial came on for Petro Canada, which ended with the tagline: It’s mom and dad’s victory too.

Indeed. More of that please.


3 Responses to “Olympic advertisers make dads disappear….again”

  1. Scott (@FootButterGuy) July 31, 2012 at 6:27 pm #

    Doug, discrimination against men is allowed, haven’t you watched TV lately? Dad is always the dunce and Mom is brilliant (though apparently she wasn’t smart enough to avoid marrying a dunce in the first place). This is somehow ok. I don’t see women protesting this – EVER.

  2. Doug Brown July 31, 2012 at 7:14 pm #

    Scott, I am going to join your tolerance club on this one. It seems more fun to cheer on the discrimination than to rail against it. 🙂


  1. Olympic Fever « Developmental Mommy - August 1, 2012

    […] adults, and exciting for teens and children. Naturally, especially with all the nicely done (and not so nicely done) commercials out there, I started thinking about training kids to be athletes from a developmental […]

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