The Mighty, Emotional Rise of ‘Dadvertising’

As with everything, the standards of ‘dadhood’ have changed radically over time. In simpler, more cave-centric times, the Dad Domain consisted primarily of hunting, gathering and maybe helping out with homework.

For the Victorians, the Dad was an elusive creature who sat grim-faced at one end of the dinner table, stoically straightening his stovepipe hat. In recent history, you were more likely to find pop culture dads fetishising BBQ equipment ahead of the big game, but even those stereotypes are changing. Dads, after all, are more hands on these days: as much at home in the kitchen as helping out changing diapers.