I don't know if any of you have heard the most recent Mo.ther's Day ad from the Sh.ane Co. Every time I hear it, I want to chuck my radio right out the darn door. I am just blown away by the misconceptions, and blatant stereotyping that is in this ad.
If you haven't heard it, the intro goes like this:
"What do your wife and your mother have in common, other than you? ...Children of course."
There are many things that upset me about this ad but the one thing that stands out the most are the words "of course" So this morning after hearing this ad once again on my way to work, I decided to write Mr. Shane an email - here it is:
Mr. Shane - I live in the Phoenix area and am quite familiar with all of the advertising your company does here. I was absolutely appalled when I heard the most recent Mother's Day ad it starts out "What do your wife and mother have in common other than you? Children of course."
Well guess what, there are women out there that are unable to give their husband's children and as if Mother's Day wasn't hard enough for these women, an ad like that just puts fuel on the fire. What about the couples that choose not to have children? Where do they fit into your advertising campaign? Is a wife less important or significant because she is not a mother? Does that make her less of a wife?
I understand that you can not cover all demographics in your advertising; however I think it is extremely brazen for you to assume that being a wife means being a mom. That is often not the case. The words "of course" at the end of the advertising statement make it sound like a no brainer and that obviously if you are a wife, then you are a mom.
Well Tom, for me and millions of other couples in your marketing demographic, that is not true. It is a painful, agonizing struggle to start a family and the stereotypes in your advertising make it that much more difficult.
I am extremely disappointed in this ad and the blatant untruths in it.
It probably won't do any good, it may not even be read, but it made me feel a little better.