Show Modern Dads in Ads


The modern dad is often depicted as the confused, aspiring hero who straddles traditional “manhood” and “boyishness.” But this depiction does not accurately reflect modern dads and how moms see them. Samsung’s recent commercials featuring Dax Shepard and Kristen Bell showcase their household dynamic as the parenting partnership that 80% of moms in this study likely recognize.  

Never before have dads played such a big role at home, being more involved in day-to-day childcare and household duties than any generation before them.

The “goofy dad” trope has hit its saturation point. Moms want to see their companions featured doing what they love most — being the best dads they can be.