Because the 2012 Summer Olympics are upon us, Procter & Gamble have been bombarding the airwaves with Olympic themed commercials. Here's an example of one:
I have mixed feelings about these commercials, which I expressed in an email message to P&G:
To Whom It May Concern,
I just wanted to write to you to express my interest in the recent Olympics advertising campaign featuring all of the Olympian mothers. I fully appreciate the advertisement campaign and applaud you on your ability to connect to consumers through the emotional appeal that the commercials warrant. I think that the ads are sweet and touching.
However, while I have these feelings, every time one of your commercials ends I also have a pang of annoyance and concern. The whole advertising campaign is designed around the commitment and sacrifices that mothers make for their children's dreams, and I understand that. Yet I can't help but wonder what about the sacrifice and commitment that fathers make to their children? Are fathers not equally responsible for the success of their children? What worries me even more is that these commercials are re-enforcing the ideals that only mothers can be the primary caretakers with a nurturing attitude. In our progressive society I have come to find that there are more models of what constitutes a family than the traditional mother, father, and child unit as well as more models of how these roles should be fulfilled. I worry that through this advertisement campaign the traditional ideology of mothers staying home with the children and fathers working is going to continue, which is simply not true of many families in our country.
Speaking from personal experience in my own family my mother was the primary professional while my father was the one always taking me to and picking me up from soccer practice. There was never a game where my father was not present and cheering me on from the sidelines. Both of my parents played an integral role in raising me, even if they strayed slightly from the traditional gender roles established by our society.
I am not writing this e-mail to chastise the advertisements. I understand the basic concepts of marketing and that your company’s target market typically are the traditional stay at home mothers because most likely, they are the one’s purchasing your products. However, I want to urge you to also consider the stay at home dads during your next campaign strategy. A company with as much influence as Procter & Gamble has the opportunity to change the way that American consumers think. If you take a step towards acknowledging the normalcy of fathers being primary caretakers and doing the household shopping, then maybe the rest of society will follow suit.
Sincerely,
Scarlett Hester
I just wanted to write to you to express my interest in the recent Olympics advertising campaign featuring all of the Olympian mothers. I fully appreciate the advertisement campaign and applaud you on your ability to connect to consumers through the emotional appeal that the commercials warrant. I think that the ads are sweet and touching.
However, while I have these feelings, every time one of your commercials ends I also have a pang of annoyance and concern. The whole advertising campaign is designed around the commitment and sacrifices that mothers make for their children's dreams, and I understand that. Yet I can't help but wonder what about the sacrifice and commitment that fathers make to their children? Are fathers not equally responsible for the success of their children? What worries me even more is that these commercials are re-enforcing the ideals that only mothers can be the primary caretakers with a nurturing attitude. In our progressive society I have come to find that there are more models of what constitutes a family than the traditional mother, father, and child unit as well as more models of how these roles should be fulfilled. I worry that through this advertisement campaign the traditional ideology of mothers staying home with the children and fathers working is going to continue, which is simply not true of many families in our country.
Speaking from personal experience in my own family my mother was the primary professional while my father was the one always taking me to and picking me up from soccer practice. There was never a game where my father was not present and cheering me on from the sidelines. Both of my parents played an integral role in raising me, even if they strayed slightly from the traditional gender roles established by our society.
I am not writing this e-mail to chastise the advertisements. I understand the basic concepts of marketing and that your company’s target market typically are the traditional stay at home mothers because most likely, they are the one’s purchasing your products. However, I want to urge you to also consider the stay at home dads during your next campaign strategy. A company with as much influence as Procter & Gamble has the opportunity to change the way that American consumers think. If you take a step towards acknowledging the normalcy of fathers being primary caretakers and doing the household shopping, then maybe the rest of society will follow suit.
Sincerely,
Scarlett Hester
Surprisingly, they replied with this:
Thanks for contacting P&G, Scarlett.
I’m very sorry you’re disappointed. It’s important to know the “Thank You, Mom” campaign takes a broad, inclusive view of “moms”. It’s intended to celebrate that special person in our lives who cheers for us and supports our dreams. For some, it may be Mom; for others it may be Dad, an aunt, uncle, or grandparent. No matter what we call them, it’s about the love and care they’ve shown over the years.
Still, I understand you’re disappointed. We appreciate your taking the time to let us know how you feel and I’m sharing your comments with our Olympic Marketing Team.
Thanks again for writing.
Cassie
P&G Team
I’m very sorry you’re disappointed. It’s important to know the “Thank You, Mom” campaign takes a broad, inclusive view of “moms”. It’s intended to celebrate that special person in our lives who cheers for us and supports our dreams. For some, it may be Mom; for others it may be Dad, an aunt, uncle, or grandparent. No matter what we call them, it’s about the love and care they’ve shown over the years.
Still, I understand you’re disappointed. We appreciate your taking the time to let us know how you feel and I’m sharing your comments with our Olympic Marketing Team.
Thanks again for writing.
Cassie
P&G Team
I appreciate the time they took to read and respond to my email, but I'm frustrated because I feel like they missed the main point of my message. I understand that there are several people who fulfill the role of primary care-taker in individuals lives, however, if that is not represented in our mass media it will forever be viewed as a queer or strange notion. One of the first steps to breaking the hegemonic heteronormativity that dominates our society is to take a small step away from what our typical ideology is. For me, that means having commercials showing dads who support their children as well as mothers. I don't think it's too radical of a concept.
