‘Thank you mom’ commercial campaign neglects fathers

Still of 'Thank you, Mom' ad by Proctor and Gamble. Image courtesy of Google

Still of ‘Thank you, Mom’ ad by Proctor and Gamble. Image courtesy of Google

With their “Thank-you Mom” advertising campaign that will take place during the Olympics, the company Proctor and Gamble (P&G;) continues to show that ignorance and bigotry is still acceptable in society.

Although the intentions may have sounded good in the planning stages, the final results show they believe the image of a mom has increased from the cooking and cleaning to also being the only parent present for children who play sports.

This is not the first time the campaign has aired and even though it may be successful, acting upon the stereotype that fathers do nothing and mothers do everything doesn’t seem very appropriate for one of the biggest companies in the world.

During the Winter Olympics of 2010, I watched a very emotional commercial campaign released from P&G; that thanked moms for all their hard work, dedication and support of their children while they were playing sports.

They were great commercials and because I played sports growing up, I really connected with them. I appreciated the message even though I knew it was just a marketing ploy.

However, as the Olympics continued, I realized there were no commercials thanking dads.

So I wrote them an email asking why and their response back was:

“The “Thanks 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.”

Maybe it’s different in other parts of the U.S., but I call my dad, dad. I call my mom, mom. I can only assume that the P&G;’s Olympic Marketing Team do not call their parents names like that.

Instead of the words parent, dad, aunt, uncle, grandma, grandpa, they use mom to mean them all.

Maybe because the words dad and parents are relatively new, P&G; felt they were too inappropriate to use in their commercials.

After all, according to Merriam-Webster.com, those words have only been used since around the 1500’s, so they still must not be considered proper English.

For a company who on its website claims to have 4.8 billion customers out of the 7 billion people in the world, they don’t seem to care that men not only take on more of the family chores now, but also are starting to do more of the household shopping as well.

In their 2013 Retail Trends Report, global media agency BPN states that 40 percent of men surveyed now do the day-to-day shopping. Also, 44 percent of men are claiming that they share equally in the house cleaning as well.

While it still might not be as much as the women, it’s still is a huge amount of men that are choosing which products to buy. Specifically the ones that are made just for men, like certain Gillette razors, so why wouldn’t you thank them.

Mother’s across the world should be celebrated, there is no argument for that. But when you isolate the billions of fathers in the world, then your company truly does not understand that dads too, play an important role in a child’s life.

For a company who in their purpose statement says their goal is to serve the rest of the world’s population, their responsibility to be an ethical company seems to be just another marketing campaign.

Hopefully the next time Proctor and Gamble launches a huge marketing campaign, they will thank more than the moms. Dads, aunts, uncles, grandparents, and whoever else that may be involved in helping raise children with sports, will probably appreciate it a lot more than they think.

Author: cliff ireland

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