Do you see that cute little boy? He’s been used.
Used by a company that was only in need of his smiling face, and then, will be ignored the moment he becomes a dad someday.
But don’t take our word for it. Check out the Garanimals website, which uses parents and moms interchangeably like synonyms. Of course, moms are parents, but one word refers to both genders of parents, the other only female parents; expressly mentioning moms and leaving out dads, as it did on its company website and in this print ad, purports mom to be the lead parent, the one who handles the shopping, the one who dresses kids, the one who takes care of kids alone.
That’s unfair. That’s wrong.
It’s yet another unfortunate example of a company ignoring fathers as equal parents, and it has to stop.
Yes, that boy is smiling now, but someday he may be holding a child of his own. He might even end up flipping through the pages of a parents magazine, encounter a Garanimals ad and then wonder, “I guess I only existed when that company needed something.”
And he might even use another company for his child’s clothes.
So in the end, this ad was not very, well, useful.