We here at dadmarketing like to think of the Jif slogan as SWASFTSOI: Staying With A Slogan For The Sake Of It. There’s more important things to worry about.I can hear people already (both moms and dads), because many of them spoke out when we discussed Kix’s outdated motto: It’s not just in Jif’s latest TV ad, it’s plastered all over their website, and it’s been a part of the brand for a long time. The change was long overdue.Īnd then you have Jif Peanut Butter’s slogan: Choosy Moms Choose Jif. It didn’t take the action of one owner to spur it along, because many realized it. “Bullets” simply wasn’t appropriate anymore. One can certainly argue the eventual new name – how it hasn’t caught on, how it carries other negative undertones, how it is a product of a fad at the times – but that would be missing the point. Apparently then-team owner Abe Pollin decided the Bullets name carried violent overtones, especially in a city with a high homicide and crime rate. The year was 1995 when the NBA’s Washington Bullets changed its nickname to the Wizards. ![]() Some say there isn’t any common sense in Washington, but dadmarketing would argue otherwise. It’s highly unlikely that McDonald’s would go this route.Īnd that’s the moment you realize an old, timeworn, unfair stereotype has been employed - and you’ve insulted fathers (also your customers) everywhere. Put another way, would McDonald’s ever run a similar ad with the roles reversed? Imagine the scenario: a woman realizes she’s in way over her head when her daughter has four friends over for a sleepover and her husband is out of town, which means she has to feed and entertain a group of hyper little girls. In today’s modern world where advertisers are increasingly evolving past “choosy moms” and “mother-approved” slogans, McDonald’s latest message trends backward.Ĭan’t dad handle a fun sleepover involving five adorably cute girls? Can’t dad manage to feed these girls without his wife being present? Is it necessary that dad needs to call his wife? What message does this ad send to all parents - that moms can be working women as long as they still maintain control at home? ![]() McDonald’s promptly removed the ad after 150 people complained.Īn email inquiry to the McDonald’s Media Relations Office went unreturned. In the ad, a grieving son hears how he and his late father shared a love of Filet-O-Fish sandwiches. Last May, it pulled a United Kingdom commercial after backlash from viewers who insisted it was insensitive to grief-stricken kids. It’s another controversial approach for the fast food giant fresh off the heels of a similar contentious ad also involving fatherhood. Judging by reaction from dads on social media, the ad sends not only a message of insensitivity to fathers who supposedly can’t handle children nor prepare food, but it also inadvertently tells moms they’re the primary cooks in the home. In one of its latest ads, an “in over (his) head” dad apparently can’t handle a sleepover, nor manage to feed the girls while his wife is out of town - so he visits a McDonald’s. Can this really be what McDonald’s thinks of today’s modern father?
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