Thursday, July 24

Cheerios - #HowToDad

Now admittedly, there are a few flaws in this piece of marketing from Cheerios ... but this is one of the best representations of modern fatherhood that I have ever seen coming from a brand.  It's raw, it's fresh, and it's thorough.  It shows the complete picture of what it's like to be a Dad, from a brand that's all about childhood ... Cheerios.  It was a staple when my kids were young, that's for sure.

After years of bashing Dads, we've seen a trend happening where brands are embracing the role of Dad in the household ... in this case he's the primary caregiver, supporting the kids and the Mom.  To be totally honest, when my kids were this age, Dads were not represented in this manner.  Quite the contrary, and it got quite annoying.

It's awesome to see brands break out of what was the norm ... in an impeccably written story.  You just gotta see the narrative, as woven by Cheerios, for #HowToDad:



My favorite part:  When a rule is broken, we are the enforcement, but when a heart is broken we are the reinforcement.  I couldn't have said it better myself.

This is long form video, meant to be shared online.  There are also :15 second versions which I imagine may end up on broadcast and in online paid media.  They're troublesome for me, but that's ok, and the product integration is a little forced at the end.  But there's no doubt that the overall story is inspiring and real, and for that I want to thank the brand.

Thank you for representing me, for representing us.  Real Dads who do work work and home work.

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