Fatherly advice: Ad embraces the many sides of being a dad

29.07.2014 Dads 2.0 : Fatherhood : Canada
New Peanut Butter Cheerios presents: #HowToDad

Toronto – In television advertisements for grocery staples, it is rare for dads to make an appearance – and if they do, they sometimes come across as bumbling, fumbling secondary characters. But that hackneyed, stereotypical vision of fatherhood has been replaced in the latest ad for Peanut Butter Cheerios.

In the two-minute spot by Tribal Worldwide Toronto a father explains why he is proud to be called Dad – because ‘kids think we’re awesome, we build the best forts, we lead by example, we blow their minds’, he says. The commercial shows the father offering advice to his kids, playing with them, encouraging them and feeding them breakfast. This is #HowToDad, a hashtag displayed at the end, which embraces the plate-spinning role that many fathers take on today.

The advertisement is perfect for our tribe of Dads 2.0 – men who embrace fatherhood on their terms. For more, read our Re-con Man macrotrend. 

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