Baby Orajel’s Dad Ad in Parents Magazine

December 15, 2011 at 6:16 am , by 

One year.

You should be receiving your January 2012 issue of Parents magazine any day now. In fact, it may already be lying there on your coffee table. If you happen to turn to page 79, you will find something that really shocked me. I mean, seriously, I wasn’t expecting this.

It’s what I call a “dad ad,” promoting Baby Orajel. The subtle advertisement features a dad awake at 2:27 AM with his infant, who is obviously suffering from teething issues.

I don’t know, maybe it takes being a dad to really appreciate what a monumental move this was on Orajel’s part to take a chance on an ad like this. We dads are used to being portrayed in advertisements as the goofy idiot having to be corrected and tolerated by his wife.

Not this time.

The text of the Orajel ad doesn’t even reach out specifically to dads; that’s actually one of my favorite things about it. Simply by featuring a picture of a man involving himself in a sacrificial late night parenting activity, the message is sent:

“We at Baby Orajel recognize that dads play a big part in this thing too. So we’re not leaving you out of this. Here’s your pat on the back. Good job, fellas.”

One of my favorite classes in high school was Marketing 101. That’s where I learned that fast food restaurants feature yellow and red in their logos to subconsciously cause you to “slow down” and “stop” when you’re driving towards them.

I love the whole behind-the-scenes aspect of marketing. My wife and I both are huge fans of Mad Men; so I can’t help but picture the ad agency for Church & Dwight Co., Inc. (the company that evidently owns Orajel) sitting down in a board room and talking about the risk of featuring a dad ad in Parents magazine.

Will it be worth it? I think so.

For one, I’m taking the time to further feature this ad on Parents.com and the link to this post will ultimately be tossed around on Twitter and Facebook as well.

But second, for what it’s worth, I think it’s important to note the demographics of the people who “liked” The Dadabase Facebook fan page. As the sole administrator, I’m able to see the details: 75% of Dadabase fans are female and 25% are male.

If we assume that information translates to the demographics of who reads The Dadabase, it means that one out of every four readers is a dude. A dude who is ignoring ads directed towards to women. (I know I do.)

Thirdly, Baby Orajel’s dad ad has inspired me to start “Dad Ad Alert.” For the remaining 11 issues of Parents magazine in the year 2012, I will gladly further feature any dad ads here on The Dadabase. I’ll be specifically looking for them now.

The same goes for if I happen to notice a dad ad here on here on Parents.com. Game on.

Dad ad: An advertisement that is directed specifically to fathers, as opposed to mothers; which is expected in a parenting magazine or website.

 

Being a Dad is Now Cooler than Ever

dad from day one: After the Storms Have Cleared

Week 24 (5 months).

Jack travels well.  And that makes life a lot easier for my wife and I.  He really didn’t mind camping out two nights without power, then traveling an hour to stay in Georgia for two nights to stay in a hotel suite with us along with his grandparents, aunt, and uncle.  For a couple of days, we lived amongst people who were instantly made homeless by last week’s tornados, like Pastor Sidney Ford, featured here in this story by ABC.  He was such a blessing to us and it was an honor to meet him.

For us, life is picking back up to its state of normalcy.  Our power came back on Sunday afternoon, and everyone in my family was able to return to work on Monday.  My employer (who is also my dad’s employer as well) is so gracious to us that they are paying our wages for last Thursday and Friday, when no one could come to work because the entire city was without power.  I am constantly aware of how blessed (by grace) and spared (by mercy) I am.

I’m not convinced I’m the kind of person who has to be reminded by a tragic event just how fortunate I am- who gets so caught up in the “hustle and bustle” of life that they “can’t see the forest for the trees.”  Because I make it one of my daily personal goals not to become distracted by life- by the chaos and unsettledness and not-knowingness that each day brings.  I’m not saying that’s easy.  Something life has taught me is that typically when I am the least happiest, it’s often because I am focusing too negatively inward and not enough positively outward.  My own mind and attitude are fortunately and unfortunately much stronger and influential than I often realize and give them credit for.

But Jack doesn’t have to worry about that kind of stuff yet.  As long as he’s fed, played with, has his diapers changed, and has assistance falling asleep, he’s just happy to be here.  He thinks everyday is a celebration just to be alive.  And I believe that is one of the many reasons that a baby brings so much joy to us adults.  Babies teach us so much without speaking any intelligible words.

Jack's new "puppy dog" face

dad from day one: The Return of the Classic American Father (Being the Modern Day Ward Cleaver)

Week 16.

While it is a bummer that the classic American father has become a bit of myth these days in popular culture, I can serve as a representative in “dad from day one” as one myself.

I would like to begin with the discernment of a female comedian named Sarah Haskins; I highly recommend watching this humorous 3 minute video clip regarding the following quote of hers:

“Single men in commercials look good, drive fast, and drink beer. Then they meet women, get married, and become good-for-nothing doofy husbands. And what happens if the husband tried to plant his feet and not get bullied in real life? Divorced, money split, wife takes the kids, forever in debt.”

It’s strange how I never gave it too much thought before: How so many commercials and sitcoms really do revolve around a funny yet overweight and slightly incompetent man who happened to score a thin and hot wife who overlooks his bumbling and pathetic behavior.  From Kevin James to to Homer Simpson. (Of course, I fully realize the annoying irony of the fact that it is mainly men who are writing those commercials and sitcoms.)

Yes, they makes us laugh.  But in some subconscious ways, these stereotypes of men also take power (and more obviously, respect) away from men, in general. Does anyone really care whether or not men are portrayed positively in sitcoms and commercials? Or are we just content to just ignore the occasional facebook status hype that “all men are jerks”, or best, the subliminal message that men are jokes?

As a man with solid moral principles and a backbone, I know the truth: Good men still exist.  We’re embarrassed by the worst examples of men; the ones who make the most noise and the most messes. The truth is, being a good man is everything to me. I live for being a good husband and a good father.  It’s crucial that I earn respect from those who know me.

Fortunately, my obsession of being respected as a father and husband isn’t simply my own personal quirk.  I was so relieved and encouraged when I read the book For Women Only. Here’s an insightful quote from female author Shaunti Feldhahn, explaining a major difference in the wiring of men and women:

 

Notice that one of the main biblical passages on marriage- in Ephesians 5- never tells the wife to love her husband, and it never tells the husband to respect his wife (presumably because we each already tend to give what we want to receive). Instead, over and over, it urges the husband to love his wife and urges the wife to respect her husband and his leadership. Women often tend to want to control things, which, unfortunately, men tend to interpret as disrespect and distrust (which, if we’re honest with ourselves, it sometimes is).”

Shortly after getting married, I read both that book and its counterpart, For Men Only. Thank God for those books!  Marriage makes so much more sense after learning the unspoken things that men and women assume the other already knows on a daily basis.  But if I had to pin it down to one major thing I learned from reading them, it was that men want to be respected by their wives and that women want to feel loved by their husbands.  And more importantly, these books clearly explain to a man how to successfully express his love to his wife and they explain to a woman how to successfully express respect to her husband.

By going against so many of the negative stereotypes about men, I can truly show my wife and son that I love them. I can’t express the value of the reward of feeling like a respected husband and father. So I think if a man proves himself to be respected by people, then people should respect him enough to tell him they noticed his “goodness”, in some way. There’s not a whole lot of that happening these days.

So I do.  I take the time to tell good men that they are good.  Even coming from me, another guy, I know it means something.  Because subconsciously, though we men would never admit it, we appreciate being noticed for being the good men of this world.

I embark on a mission each new day to be the best good man I can be. And I know that the little things are the big things: Helping take care of my 3 month old son in every way I can, not leaving all or most of it on my wife, is a daily staple for me in my effort to be a good man.  I don’t want my wife to be able to joke with her friends about my shortcomings or shortcuts as a dad and husband. Instead, I live to give her every reason not to ever be tempted to do that, even for an innocent laugh.  And despite my constant strive and desire to be funny, when it comes to being a good father and husband, I want to be taken seriously. It’s not a joking matter.

Admittedly, my skills regarding home repairs and car maintenance are lacking- big time.  But I know that being able to fix a car or a garbage disposal doesn’t ultimately prove my manhood.  Being an active, supportive, responsible father and husband does.  Man was created in God’s image. Not Charlie Sheen’s.  Not Archie Bunker’s.  Not Peter Griffin’s.

Recruiting the help of my facebook friends, I tried to come up with an example of a popular American father on TV, who is recent (in new episodes since 2004) and not a widow, a martyr, a robot, or an alien.  Turns out, there was no real, obvious winner. So instead of naming who the modern day Ward Cleaver is in the title of this entry, all I could do was just generically say “the modern day Ward Cleaver”. And while it is sad that the classic American father has become a bit of myth in popular culture, I can do my part outside of my home life:

By writing “dad from day one”.  I can continue making a positive presence in the gorilla marketed world of “baby blogging”.  So it may not be as big as TV, but I still count this blog as contributing to the entertainment industry.  Not that I am THE classic American father, but that I am simply a clearly communicating representative of us all.  It may be nearly impossible to think of a respectable TV dad these days, but I know so many in real life- and that’s what actually matters.

If the respectable American father won’t show up on TV, he can more importantly show up in the real world.

Bonus:

Just to show you an example of the way it has become normal to stop taking men seriously, check out my challenge below.

You get to help me with a small part for my upcoming “dad from day one” entry…

Give me an example of a popular and current father/husband on TV who is respected and loved by his family and is NOT known for constantly making comical messes- especially when it comes to goofing up home repairs or misbehaving in social outings.  *Bonus points if the guy is not shlubby and overweight yet married to a thin wife who is smart-witted, as to humorously contrast the father/husband’s character.

Examples of who I AM NOT looking for:

Fred Flintstone, Homer Simpson, Peter Griffin of “Family Guy”, Kevin James of “King of Queens”, and Jim Belushi of “According to Jim”.

Remember, I’m looking for a current example, so Ward Cleaver from “Leave It to Beaver” or Mike Brady of “The Brady Bunch” would be disqualified.  I will define “current” as “since 2004″, which is the year Friends went off the air and Lost began.

Also, he has to be a popular character on a decently cool and relevant show.  No ABC Family or Hallmark stuff.

He must be intelligent as well as faithful to his family, but he can’t be nerdy either.  So Ned Flanders from “The Simpsons” won’t work.  Also, he can’t be a widow who is overcoming his wife’s death.  He has to be currently married to his wife on the show, giving an ongoing example of what a good husband and father is.

And… he can’t be killed off the show or marginalized in any way.  He has to be a solid, consistent character.

He is not perfect; he does make mistakes. Therefore he is a real man and human being; he is not an alien or a robot.

The winning example will be published in the upcoming “dad from day one” post (possibly as part of the title itself) for thousands to see.

Answer the question: “Who is the modern Ward Cleaver?”

Impress me, friends.  Because in all my creativity the only example I can come up with is Adam Braverman on the series Parenthood.

dad from day one: Why Technically Baby Jack is a Year Old Today

Week 13. (Three months.)

3 months out of the womb + 9 months in the womb = 12 months

I had always heard that in certain Asian countries, you are considered a year old as soon as you are born.  Then I went to South Korea in 2004 to work with some high school boys at a “Learn Conversational English” camp.  Sure enough, they all told me there were 17 years old, but when I compared their birthdays to the age they claimed to be, I realized that South Koreans do indeed hold the belief that you born a year old.  The boys were only 16 years old; the way we Americans see it.

But really, this makes much more sense to me than being “zero” the day you are born.  Sure, we spend 9 months in our mother’s womb, not a full 12 months, but 9 months is definitely closer to a year than to zero months. So in that case, I’m already in my thirties! Baby Jack is officially three months old today, though he has been alive a full year now.

At three months, Jack officially “talks”, turns his head when he hears my voice (he wasn’t always able to hear my deep voice), grabs onto my hand when I hold him, and as of last night, can officially turn over to his stomach completely on his own. He has to wear clothes for 6 month olds now.  And while I’m led to believe that he is indeed a big baby, I think he’s just starting out life with a bit of a growth spirt. His bulky forearms remind me of Popeye.

Jack in his "baked potato" outfit.