Monthly Archives: March 2012

Huggies pulls “Dads” ads, realizes it might be offensive to imply dads lack parenting skills

In response to protests and outcry from dads everywhere, Huggies has decided to pull their somewhat-offensive-to-dads ads.

The ad began with a voiceover: “To prove that Huggies diapers and wipes can handle anything,” the female voice-over explains, “we put them to the toughest test imaginable– Dads.”

What followed was a series of five fathers trying to manage sole responsibility for their children for five whole days! Oh, those dads, not quite sure how they make it.

But the pushback was swift. Dads began petitioning to get the ads off the air. Fellow daddy bloggers aired their case to the masses. And moms jumped on board too.

You see, what Huggies fails to realize that even though women solely make up about 75% of diaper purchases, one in three men (according to the US Census) consider themselves their child’s primary caregiver. Not to be outdone, Huggies had a link on their facebook page offering moms the chance to “Nominate a dad” with the tagline “Hand him some diapers and wipes and watch the fun!”

I cannot even begin to estimate the number of diapers I’ve changed. The good, the bad, and the ugly, my friends. No diaper goes unchanged.

In the end, I’m not sure what Huggies was even going after in this. Their spokespeople said it was meant to “shine a light” on dads who ably care for their children every day. Sure, okay. Maybe if you want to do that, actually spend some time showing that dads actually¬†appreciate¬†diapers as much as moms, instead of–from what I was inferring–that no matter what that silly dad does, at least Huggies will still be there.

Really, the greater point is, don’t feel like you have to show dads acting like they don’t regularly parent. I’m pretty sure I can handle my two year-old for five days on our own, just as my wife can do the same. More and more dads view themselves as equal parents, not because we feel discriminated against, but because we understand that it does take two to tango and that little creature has half our genes, so we can probably do at least half of the parenting.

I’m glad Huggies has (finally) realized their error and decided to pull the ads. But in the future, maybe realize that it’s not necessary to show dads acting like overwhelmed zookeepers when taking care of their children.

In the meantime, I’ll stick to Luvs.