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Get Advertising Smart - Depicting Parenting
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- 2. GET ADVERTISING SMART DepictingParenting Parenting has always been one of the most difficult roles we could chose to take on, and it’s not getting any easier. Parents today face many of the same challenges their parents did, from holding a child’s attention to enforcing household rules; but as with so much of our lives today, these challenges are augmented and complexified by the environment we live in. In the exhausting context of parenting, these extra complexities push every day challenges towards becoming downright ridiculous. Brands are starting to more accurately reflect the challenges parents face today, in order to support and build relationships with modern parents - who arguably, desperately need support from somewhere. Several BBDO clients are doing well in navigating this territory: THE BATTLE FOR POWER Technology is ubiquitous - 98% of kids in the US under the age of eight live in homes with mobile devices and a TV1 . And the technology that is entering our lives today is increasingly so intuitive that even the youngest of children can master it: “Today’s kids are going to grow up with voice assistants as a normal part of their lives, just like 90s kids did with mobile phones, and 80s kids with the internet.” – Sarah Williams, brand COE lead, Spark2 Parents have always had to contend with children fighting back against what is good for them, but today, the children are armed with tools – in the form of connectivity and information. Spark, “Generation Voice Is Here,” by Colenso BBDO https://www.youtube.com/watch?v=_vaNl5d4rjk The latest spot from the New Zealand telecoms provider depicts children asking voice assistants about information their parents have told them. Each child discovers that their parent hasn’t been telling the truth—the internet doesn’t really turn off at night, and the TV doesn’t only work when it’s raining. These answers equip the children with powerful knowledge, leading to a grave young boy confronting his mother: “We need to talk.” 1 https://www.ajc.com/news/world/study-the-amount-time-kids-spend-mobile-screens-has-tripled- years/ayIjSw8Vi6bBp9LK9xebkK/ 2 https://www.thedrum.com/news/2018/11/05/ads-we-kids-ask-the-big-questions-sparks-generation-voice-campaign
- 3. GET ADVERTISING SMART DepictingParenting Children have always eventually discovered that not everything their parents have told them is strictly true, but with the intuitive nature of technology today, they have access to information younger than ever. If knowledge is power, the ad brings humour to this frankly terrifying transition of power, while promoting the ease of use of voice assistants. THE BATTLE FOR ATTENTION A classic dilemma only made worse by the added distraction of mobile gaming, messaging and increasingly immersive toys, just gaining your child’s attention can be quite the task; convincing them to sit down for dinner can be a parent’s routine nightmare. Dolmio, “The Battle of Dinnertime,” by AMV BBDO https://www.youtube.com/watch?v=r7OURewHSNU A full-out battle erupts as parents and children face off in this Dolmio spot by AMV BBDO. An army of parents try to convince their children to come to dinner while the children fight back with marshmallow guns, incessant selfie-taking, and other dinner-impeding activities. The chaos is only halted when a Dolmio flag appears on the battlefield, wielded by a brave parent who offers the solution: a peace-making spaghetti meal made with Dolmio sauce. The relatable ad offers a solution to this enduring challenge today. THE NEED TO CONNECT However, for most parents, their relationships with their children are not just defined by the battles, but by a uniquely life-enhancing connection. But even this may be harder today - as well as technology draining all of your children’s attention, many parents face the added challenge of building relationships with a child they don’t live with. With 42% of marriages ending in divorce in the UK3 , technology can be an emotional point of connection within families. BT, “Keep Connected,” by AMV BBDO https://www.youtube.com/watch?v=8fORPlLjHHM BT’s latest ad tells the story of a young girl being dropped off at “Dad’s Place.” The father- daughter pair embark on a seemingly well-practised pre-game ritual, with their favourite video game clearly a source of bonding for the two. As the game powers up, the internet goes down, and both are visibly disappointed—but Dad is quick to the rescue with BT’s back-up 4G mini hub, which re-establishes their internet connection and allows their fun 3 https://www.rainscourt.com/interesting-statistics/
- 4. GET ADVERTISING SMART DepictingParenting to continue. The ability for technology to connect us is incredibly powerful, and this ad brings this to life in an emotional way. THE NEED TO SUPPORT As well as the challenges parents face in daily interactions with their children, bigger challenges exist within society that parents have to face. If children are to meet their full potential, they need encouragement and support; but the reality is that they can be impeded by societal norms which often run so deep they impact parents own behaviour. Barbie, “The Dream Gap Project,” by BBDO San Francisco https://www.youtube.com/watch?v=YpLT8bEQ78A In the latest Barbie ad by BBDO San Francisco, a group of young girls call on parents, brothers and bosses to help “close the dream gap” - the disparity that comes between girls and their full potential. The spot articulates the adversity young girls often face in imagining the future’s possibilities, from being less likely to receive a science-related toy to facing lower expectations from their parents. The spot is the latest in Barbie campaign to empower young girls, with Barbie functioning as both an advocate and tool change. The campaign caters to parents desires for their child to realise their potential, and ultimately, to succeed. IN SUMMARY The relationships between parents and children is one of the most emotionally powerful journeys that we embark on as humans. But it is difficult, filled with challenges that many could not have foreseen when they decided to have a child – and that would often be almost impossible to articulate to non-parent friends. These brands have brought to life the challenges parents face in a very relatable way, providing support and driving conversations. Parenting is hard, brands that sympathise, and empathise in an authentic way, and raise a smile in doing so, will win out.
- 5. GET ADVERTISING SMART DepictingParenting If you are interested in learning more about the subject of this article, please contact Sarah Emmerson, Insights Planner, emmersons@bbdoknows.com ABOUT BBDO KNOWS BBDO KNOWS is a planning resource for the BBDO network. BBDO KNOWS offers thinking, strategy, insights and inspiration on key categories, key themes and consumer segments. If you are interested in learning more about the way BBDO thinks please contact Melanie Norris, Global Planning Director, norrism@bbdoknows.com. DISCLAIMER The information and materials in this article are for general information purposes only. Whilst we try to ensure that all information and data in this article is accurate, complete and up to date, this article should not be relied upon and you should seek advice if you intend to use or rely upon any of the insights or data contained in this article. This article must not be shared, downloaded, copied or distributed for commercial purposes without the prior approval of BBDO. © BBDO 2018 All rights reserved.