Being a father and driving the car with a baby has become fashionable in advertising. Surely you will have seen on television a couple of car ads that match the central thread of the argument: several men, at least one of them father, go in a car with a baby.
I do not know if it will be the proximity of Father's Day or that finally the publicists in this sector have realized that having a car is not just for men (The single man who is going to look for the lady at the exit of the school before the dumbfounded-envious look of the rest of the men-fathers; the abstract man who takes his arm out the window ...) or that having a child is not just for women (do I need to give examples of this?).
As the first of the ads that we are going to analyze, “They are parents, but they are men” (mmmmm… well, women are sure they might also like the car in question, right?). Let's see what these present us parent announcements behind the wheel.
Renault Scénic and parents worried about the baby
In the first announcement, that of the Renault Scénic, a group of four men humming a song, "I love Rock 'n Roll." The reason they whisper, we soon know, is that a baby sleeps in one of the rear seats, conveniently subject to its child restraint system.
We soon discovered that the boys are heading for football, as the shirts on which some of them are wrapped are announced. But first, they have to leave the child with mom, who is with friends having coffee on a terrace. A brief stop, "child exchange" and kiss the woman.
Then, without the baby on board, the boys begin to sing in a big way the song they whispered at the beginning: they don't bother the little one anymore and we have to unleash that “pre-soccer fury” that some show like this and others with other songs and waving giant flags as they head en masse to the football stadium.
Of course, the announcement does not stop incurring in topics (men-soccer) and there may be some editing trick, because there is a time when we see the two men in the back seats and it seems difficult for the child's chair to go there , but I like it because it is the father who takes care of the child (was he with him at home? has he picked him up from the nursery? ...), and also does it well, not allowing him to wake up.
By the way, for those who want to whisper or shout that catchy song, this is a song composed of Alan Merrill and Jake Hooker, from the British band Arrows in 1975, entitled “I Love Rock 'n' Roll”, and that Joan Jett popularized with The Blackhearts in his homonymous album released almost 30 years ago.
Mini Countyman and parents more worried about the car
The other ad corresponds to the Mini Countryman, and although I like it less than the previous one, I also find his grace and above all exceptionalness in this of showing parents behind the wheel.
In this case, the announcement begins in a manner contrary to the previous one: the men utter impressive shouts, looking towards one of the rear seats in which we still do not know what there is but that it could well be a giant tarantula or an alien emerging from a interstellar egg
Now we only see three men (the dimensions of this car I think do not allow more passengers with the SRI), somewhat younger than the previous announcement. Then we see the child, who is somewhat older than the Scénic baby, and we discover the cause of the screaming, since the little one is peeing (or has begun to do it).
By the way, I don't know if the way in which it is subject to the SRI is the most appropriate for its age, with the belt crossed. The fact is that they look for the place to stop the car (without turn signals or emergency lights, by the way) and they run the boy to pee out of the car.
The motto in this case is "Don't stain it inside, throw it out", and the announcement ends with some tops in a muddy terrain worthy of any off-road competition.
The fear of staining it on the inside is something that we probably all felt at some time at the beginning of having children but as you will know those who are already parents soon it ends up happening, what are we going to do: children in the car, car “less-clean "
But well, I will not take reason from daddies (although the ads tend to exaggerate the reactions) when they get scared because a pee in the car seat is something quite big, although it is also, by the way, in the clothes and the back of the child.
The theme song we hear in the announcement is from The Rights Ons group with their song "Pretty Slick."
Parent announcements at the wheel: conclusions
In short, we see that, with similar perspectives, both ads show us those men-fathers-soccer fans-lovers of SUVs.
In addition, the two realize that not everything has to be large family cars or minivans for couples with children. In a time of crisis, this is most normal, the target or recipients of the products is extended and adapted to the social reality: men who are parents and also do not need large cars.
Being a father is not at odds with having a more or less large car, more or less sporty, as we saw in another ad that I did not like in his approach and I mentioned above.
Its about Renault Clio ad in which the single man who is going to pick up his partner upon leaving school (the teacher), while the rest of the father-men who are going to pick up his children look at him, his partner and his car with Some envy It is an obvious example that the target This car is another (young people without children) but it is that on top, and this is for another post, some derogatory sniff is smeared by the rest of men-fathers.
Yes, the parents behind the wheel are in fashion and so we see it in these television commercials, because at the end of the day being a man is not at odds with being a father, partner, friend, with more or less topics, and in whatever car.
