The Demise of the Doofus Dad and Rise of Superdad | Adweek
When Huggies’ “Dad Test” campaign, featuring flummoxed fathers attempting to care for their newborns, hit the airwaves, dads decided enough was enough. The backlash was swift, and a wave of negative reaction stained the brand’s Facebook page like spit-up on a cashmere cardigan. One faction of fathers even teamed with Change.org to petition Huggies parent Kimberly-Clark Corp. to stop running ads portraying dads as incompetent.
It is clear that the fathers of today want the world to know they have moved beyond the stereotypical image of the “doofus dad.” They want to be seen as nap time ninjas, professional purveyors of PB&J and diaper-wielding demigods—ones who also happen to shop for those diapers.