Ad Nut
Jun 17, 2016

Anmum gives a nod to daddying instincts for Father's Day

Regional campaign: 'Anmum and dad', for Anmum by BBDO Singapore

Ad Nut likes the Attenborough-esque voiceovers in this series of cute videos that celebrate the natural parenting instincts of males. In Ad Nut's experience, dudes (of any species) are not limited to protecting and providing—they are just as likely to 'nest' and provide nurturing for their young in many gentle ways. 

Ad Nut does wish that the industry would show fatherly involvement a bit more often than on Father's Day. Doing so would not only reflect the reality in a lot of families but also provide role modeling for guys who persist in thinking parenting is only women's work—a thought pattern that gets reinforced by the overwhelming preponderance of mom-centred advertising. Ad Nut gets that moms do a lot of the purchasing, so targeting them is logical, but that too is something that could change if we want it to.

The campaign is running in Hong Kong, Vietnam, China, Singapore, Malaysia and Philippines. it also includes adorable storybooks featuring various doting daddies of the animal kingdom, which are available with online purchases of its products in China and Vietnam. 

No squirrels in the books, Ad Nut can't help noting. Oh well, one battle at a time.

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