If every baby company could produce an ad as good as this one from SwaddleMe, think how the parental community would be that much more unified as one.

Here we have both a mom and a dad featured not once, but twice. And it utilizes words like love, hold and swaddle prominently — accurate terms (unfortunately) not often associated with fathers. The multiple use of mom and dad imagery means this is one of the rare instances we’ve seen where an equal numbers of dads featured with moms.

However, SwaddleMe’s keen eye on parental equality seems to end with its print ad. Once you take a visit to its website, you’ll find a site that portrays a different approach:

• Its About Us page declares its real intent: “At Summer Infant, we strive to delight moms and babies, and walk beside you in your parenting journey…”  It should be noted that this goal seems rather conflicted when considering that the company was founded by a devoted dad.
• It offers a Mommies Melodies Lamb, which hardly appears to be anything exclusive or reserved solely for moms.
• Regularly utilizes phrases like, “Other products moms love” and “What moms love.”
• Even its product testing page assumes that everyone visiting its site is a mom! (right)

It won’t take much to achieve greatness, SwaddleMe. Here’s hoping you can match your website with an outstanding print ad. We’ll be cheering for you.