I’d like to start by saying how much respect I have for moms and everything they (you) do for our children. That includes my ex-wife who is an amazing mom and is incredibly supportive of our kids. I’d also like to begin by stating that this is not a bitter retort on P&G’s Olympic ad campaign rather an attempt to point out how short sighted the company’s view may have been when they first conceived this brand initiative.
First I’d simply like to remind Proctor & Gamble that dads buy your products too. We’re also very much involved in encouraging our kids’ interests and dreams; sacrificing our time, money and sometimes even our careers to ensure we’re there for them every step of the way. We typically work in tandem with mom to ensure every practice is met and every game watched. Whether we’re married, single, divorced, gay or straight, we are equally involved in helping our children pursue their dreams. This is not about who does more, it’s about everyone sharing the responsibility, the sacrifices and those precious moments of victory. Bottom line; there was a chance here to present to the world how much America still believes in working together as a family and you completely missed it.
I was under the impression that as a society, dads were becoming more and more recognized for how involved they are in their kids’ lives. How many soccer practices, dance rehearsals, volleyball matches, drama club meetings and countless other weekly if not daily events they get their kids to. The endless lunches, dinners, snacks, loads of laundry, doctors visits and bedtime stories they’re responsible for. How many times they volunteer to coach, mentor and encourage not only their own kids but their neighbor’s kids as well. Again, not taking away from what moms do, I simply can’t fathom why P&G felt it a good idea to single out one side of such an important equation rather than take this opportunity to encourage more dads to be a part of their kids lives as I believe kids need both their mom AND dad involved.
I’m going to bet that a good majority of moms rely on their spouses or ex’s to be a part of the team. An important word that seems to have been ignored by P&G for a sporting event by the way; team. Show me a dad who hasn’t cried the first time he saw his daughter complete a routine during a skating competition. Point me to a father who hasn’t had an out of body experience after watching his son or daughter score their first goal. By ignoring this half of the population and parental team (there’s that word again) P&G is not only ignoring an enormous piece of their profit pie, but they’re subtly insinuating that dad was too uninterested to take time to watch his kid’s practice.
As someone who has personally thrown thousands of pitches to my daughter, hit endless pop flies, tossed a million footballs, gotten up at 6 am to run 2 miles with my 8-year-old, and sat with all the other moms and dads for hours on a Saturday during dance rehearsals I can tell you my contributions are only a fraction of what many dads do. I have friends who drive hundreds of miles to their daughter’s gymnastics competitions and still others who coach travel baseball and softball teams which requires a commitment of 6-7 days a week for months on end. And when mom is the one driving the kids to practice, there’s a good chance it’s dad who’s at home doing the laundry and putting the dishes away.
P&G would no doubt respond by saying, “we aren’t discounting the efforts of dads.” And I’m sure that wasn’t by any means their intent. The problem with the campaign is the lack of understanding it shows for the struggles many fathers go through when fighting to even see their kids every other weekend. Or the perception of the role of fathers when they face a judge during a custody battle. Or how important it is that we take every opportunity to encourage those dads who may NOT be involved to care and take an interest in their children. To you it’s a celebration of mom, to me it’s a two generation step backward in our society’s growth in understanding the importance of a father in a child’s life. Proctor & Gamble, you had an amazing opportunity to celebrate the importance of family and everyone who is involved in advancing the dreams of our children not to mention how important it is to be not just a family, but a team regardless of how you define family. Why you chose the direction of your campaign I honestly don’t know, but I will tell you I’m personally deducting major points and will strongly consider leaving your product on the podium during my next trip to the grocery store, a trip I typically take with three kids in tow btw.