Papapolooza! Dad-centric Marketing Hits All-time High

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From billboards and television commercials to viral spots and online marketing, he’s everywhere. Lately he’s been seen touting a diaper bag, but he’s also found hanging out with his bros shooting the breeze about parenting stuff. He is the modern dad and marketers, it seems, just can’t get enough of the guy.

Some call it a re-verb of the crap economy; others call it a balance of power. But whatever you call it, the Mr. Mom phenomenon is a very real one to advertisers. The modern dude-dad is funnier, more subversive and just the kind of man marketers hope we can relate to. Huggies is leading the way in the dad marketing revolution. Dads are front and center in a series of commercials which put real life papas and Huggies products like wipes and diapers to the test. Huggies and the dads are put through ringer in a series of challenges like eating spaghetti and speed changes. The funny reality TV-like spots are right in tune with the trend of featuring dad as this beleaguered, flawed superhero.

And what’s funnier than one Mr. Mom? A group of supper daddies, naturally. So appealing is the trend of the Dad-Dude Pack that What to Expect When You’re Expecting, a movie based on the famous pregnancy book, has tailored its trailers to feature funny dads. Never mind that the source material is about women’s bodies during pregnancy. Lionsgate Films is hoping to reel in guys with wacky shots of funnymen like Chris Rock and his fellow father friends carrying babies around Central Park.

And as much as we love this modern man who isn’t afraid of some diapers, we still love the stereotype of the dumb dad, too. This Verizon spot, which features some clueless dads with some really bad ideas, is an online hit even if it doesn’t celebrate dad as Superman.

But let’s ask you: Is this Mr. Mom marketing trend about to burn out or have we only seen the beginning of Dadtastic campaigns? Tell us in the comments section below!

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