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.

 

Jack the Handyman, Athlete, and Everything I’m Not

September 11, 2011 at 5:27 pm , by 

Nine months.

I’ve made mention before that one of my many weaknesses is that I’m horrible/inexperienced when it comes to anything mechanical. My deficiencies in this department aren’t for a lack of interest or a lack of trying, though. A couple of weeks ago I attempted to change the back tire on my mountain bike, since the tube in the tire exploded from the summer heat.

Fast forward a few paragraphs into this story and it turns out I went to the bike repair shop and was told that the cost of repairing the bike would be more than the cost of the bike itself. I evidently am that bad at fixing even the simplest of things!

Fortunately, the girl at the repair shop was wrong and they were able to fix what I messed up for only $27. (It would have only cost me $10 to let them repair the flat tire in the first place.)

My son, Jack, on the other hand, will most likely not suffer from his old man’s bad luck with understanding mechanics. He currently is sort of obsessed with trying to figure out how mechanical stuff works. Jack loves taking things apart.

I can just tell already his brain is working in ways that mine never has.

Another thing about Jack that I can’t help but be aware of is that he will likely end up being an athlete; something I tried to be a few times as a kid, then eventually turned to art, music, and writing- activities that were more my speed. Even today, the physical activities I involve myself with, mainly running and mountain biking, are noncompetitive hobbies.

But Jack is simply built like an athlete. He’s a tank. He’s a 1940′s wrestler.

A few weeks ago at his 9 month check-up, we learned that he is in the 90th percentile for height and 75th for weight. Maybe as he gets older he’ll end up adopting the skinny, bow-legged Italian body style that his dad had. However, I think he will grow up to be the opposite: a tall, large-framed, coordinated boy who is picked first on teams in gym class.

It’s safe to say I’ll eventually become a sports fan and learn a lot more about doing home repairs, thanks to my son.

How did this athletically-built, mechanically-minded boy come from me? All I can say is that it figures. I’m still laughing at the irony that a fair complected, blue eyed kid could ever be the offspring of dark-featured, olive complected parents like his mom and me.

I wonder in what other ways Jack will be the opposite of me . . . I’m sure he’ll be a whiz in math and science.

 

Being a Dad is Now Cooler than Ever

President Obama’s “Strong Fathers, Strong Families” Initiative

June 17, 2011 at 11:10 pm , by 

Seven months.

The Dadabase

Recently in my post entitled, “The Positive Re-branding of Fatherhood,” I noted that dads are making a comeback and becoming more involved in their kids’ lives.  Call it a trend, call it a movement; I call it a necessary revolution: Men are changing the future of society now by priding themselves in not settling for mediocre fatherhood, but instead, awesome fatherhood.  And maybe even one day the term “Superdad” will actually be as familiar as “Supermom.”

In fact, I was pleasantly unsurprised to read today in another blog here on Parents.com about a recent poll showing that, compared to 50 years ago, fathers are indeed more involved in the lives of their children.  Granted, these days there are less households where the dad actually lives in the same household as his kids.  But for the dads who do dwell with their kids, these dads are definitely more active compared to 50 years ago.

So it’s not all in my head!  Dads really are making a comeback.  What a cool time to be a dad.  This is what The Dadabase is all about.

Today, I want to brag on President Barack Obama.  Last week he introduced a new initiative called “Strong Fathers, Strong Families,” which is a program that provides ways for fathers to spend quality time with their children, via free or discounted pricing on fun activities, such as bowling, sports games, and zoos.

In his recent essay, “Being the Father I Never Had,” he openly recognized the fact that despite the heroism of single moms who have raised a large portion of recent generations, the presence of an active father is valuable to the well-being and future of today’s children:

“And even though my sister and I were lucky enough to be raised by a wonderful mother and caring grandparents, I always felt [my father’s] absence and wondered what it would have been like if he had been a greater presence in my life. I still do. It is perhaps for this reason that fatherhood is so important to me, and why I’ve tried so hard to be there for my own children.” –President Barack Obama

For a guy like me whose active campaign and passionate mission is to positively re-brand fatherhood through this blog on Parents.com, I can’t help but feel strong admiration for our President in his public support for the “Strong Fathers, Strong Families.”  I tip my hat to Mr. Obama for using his voice for an idea so necessary and positive for the good of our country.

The Dadabase

I believe that it has become easy and normal to downplay the importance of fathers in the lives of their children. Because we as a society have learned to, in order to survive and move forward.  But I don’t want our American society to simply survive; I want it to thrive.  And even just the name of President Obama’s initiative itself spells it out pretty clearly: A strong father will lead and grow a strong family.

President Obama is not only taking action in sharing my same passion for parenting; but also just like I am doing, he is using his public platform to openly support active fatherhood.  I get it, not every child has the option of being raised by a good man. Many children have selfish, abusive, and/or absent biological fathers; some who have left by choice while others were good men but have unfortunately passed away.

Still, children need a positive adult male role model to fill that void, whether it’s an uncle, family friend, step-dad, a pastor, or neighbor.  It’s not okay that kids are growing up without good dads. Nor is it okay to deny the need or importance of a positive adult male role model in a child’s life.

Dads matter.

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Boys Should Be Boys: Raising a Bambino

June 12, 2011 at 8:17 pm , by 

Six months.

Do you raise a boy baby differently because he is a boy instead of a girl?  Should you treat him any differently because of his gender?  The obvious, implied, correct answer is “yes.”

As if this wasn’t already established, I’ll just go ahead and put this out there: I can be a bit funny about stuff sometimes. And I don’t mean “ha ha” funny.  I mean “peculiar.”  I’m just set in my quirky ways, leaving others to deal with the flashes of absurdity.

bambino

That being said, I’m realizing already how particular I am with how I raise Jack.  I know he’s only 6 months old and it’s basically irrelevant now to even think about these things, but it’s important to me that he is seen as a boy, not simply a baby. For example, Jack doesn’t use a “passy”; he uses a pacifier. “Passy” sounds way to much like “prissy.”

And when he gets a little older, he won’t be drinking from a “sippy cup,” which to me sounds like “sissy cup.”  Instead, he will be drinking from what I cleverly named his “bambino cup.”  (“Bambino” is Italian for “little boy.”)

I don’t like words that sound like they should be referring to what a cute little girl would say.   Yes, Jack is a baby, and he’s not yet a little boy- but he is a boy baby. It matters to me that he is treated appropriately masculine even in his first several months of life.

That being said, I should go ahead and point out some irony.  With a new cousin on the way (my sister is pregnant with a little girl, due July 2nd), when we take Jack to my sister and her husband’s house, he gets to try out some of his cousin’s toys before she gets here.  I have no problem whatsoever with Jack playing on an all pink play pad with a pink bird that plays a sort of girly song when he pulls it. Why not? Because it’s so obvious that he’s “messing around” with a girl’s toy.  It’s funny and ironic and something to joke about.

I carry Jack around with necessary caution, but I’m not too delicate with him.  He is an adventurous boy.  Sometimes as he’s rolling around on the floor he slightly bumps the back of his head down on the carpet rug, loud enough to make a [thud!] sound.  When he even notices that he’s “supposed” to be hurt, he gets over it in about two seconds.  Especially when he checks our facial expressions to get confirmation that he really he is okay.  Then it’s back to rolling around.

Jack will have manners when he gets older; he will say “yes ma’am” and “no ma’am.”  He will be respectful and well-behaved to both adults and his peers.  I will make sure of it. He will be a Southern gentleman.  And even so, he will get into some (innocent) trouble.

He will break a window with a baseball.  He will stay out too long playing out in the woods and worry me that he’s not home yet.  He will step out to the line of danger but will be smart enough not to cross it.

There’s nothing wrong with letting a boy be a boy.  And that’s coming from a former little boy who broke a window and stayed out past dinner time because I was having fun playing in the woods.  But I also knew how to behave in public.  So if there’s anything delicate about being a boy, it’s the crucial balance of being “rough and tumble” along with knowing when to say “please”and “thank you.”

Granted, it’s all about raising a well-balanced son.  Being involved in music and art are just as important as being a boy scout and playing sports.  Any of those activities he wants to do and he enjoys, I will encourage him- whether he’s artistic, athletic, or equally both.  As for me, I was never an athlete (or a good one, at least) and it ultimately led me to have an interest in writing- which is why you are reading this today.

Unnecessary Bonus:

All this testosterone in the air is causing me to consider renaming my blog.  I could just see it now…

Randy Savage Italian Jewish

Artwork courtesy of Jeremy Schultz.