Parental guidance: Apple pitches iPhone 5s as all-round parenting tool

US – Apple’s latest advertising campaign suggests the iPhone is the ultimate accessory for busy parents.

From helping with homework to monitoring new-borns, searching for stray pets and looking under the bed for monsters, Apple’s latest advert is aimed at parents with young children. A collage of moments in different families’ lives demonstrates how useful and enriching the iPhone 5s can be for helping parents through the pandemonium of being a modern family. 

The campaign attempts to portray the phone as a tool to aid real life. Distancing the brand from the idea that the technology makes parents distracted or less connected with their families, the ad suggests that the phone brings families closer together. A mother helps her son with his maths homework on FaceTime, an app encourages a child to brush their teeth, and a father films a crab with his son.

The campaign also presents a representation of parenting in which dads are as involved in bringing up children as mums. 

To see more of how the portrayal of fatherhood by brands and in advertising is changing, read our Dads 2.0 Tribe report.