After bemoaning the sexism inherent in Kix's long-time slogan, I was initially pleased to see this Huggies ad in my coupon circular. After all, there's a manly dad with a baby, and Huggies targets his fellow dads as baby goods consumers.
Upon closer inspection, though, I saw that this ad may, in fact, slap back-handedly at mens' parenting skills. These diapers are supposed to stop leaks better. The ad encourages putting it to the ultimate test. Why does it promote that for dads? Are they implying that dads change diapers more rarely than they should?
Perhaps I'm reading too much into it. Maybe they're funning with the way dads like to hold their kids. This manly, slightly scruffy, tattoed, tee-shirt-wearing hot dad holds his dad at a crazy arm-curled angle. Baby seems to love it. And maybe sex symbol dad couldn't do that if the diapers weren't dependable.
Something feels rotten to me. Wouldn't moms like leak-preventing diapers as much as dads?
6 months ago