Dadvertising Fail: Similac Ad Has a Bad Aftertaste

Similac Sisterhood of Motherhood

Well, here’s another example of bad dadvertising, this time from Similac, makers of baby formula. I heard about this from Chris Routly of Daddy Doctrines (who was also largely responsible for getting Huggies to change their dad-based advertising).

First, here’s the ad:

Hey, you know what? It’s a funny ad, poking fun at the way parents judge each other all the time: cloth diapers vs. disposable, breastfeeding vs. bottles, cuddling vs. pushing, at-home moms vs. wage-earning moms. There are even dads present who say, hey, we can be parents too.

And the penultimate line of the ad: “No matter what our beliefs, we are parents first.” That’s great. (I mean, particularly if you’re selling infant formula in a “breast is best” world.) But then after that? “Welcome to the sisterhood of motherhood.” Wait, what? I guess by “parents,” Similac really means “moms.”


Since Routly has already gone to the trouble of writing up a really good response to the ad, go read his article here.

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