Brands Get Sentimental for Father’s Day, But Not for Hispanic Papi’s

As of lately, I’ve noticed many advertisers going the sentimental route during holidays like Mother’s Day and Father’s Day. Now that Father’s Day has passed, many brands got emotional in English-language commercials but not in Spanish.

Being a dad in today’s world is certainly different than it was a generation ago. Long gone are the days when dad was away from home most of the day, being the sole breadwinner and the disciplinarian in the family. Many of my dad friends come in all shapes and forms: single, divorced, gay, straight, stay-at-home dad and adoptive dads, and I admire them all. Each faced with their own set of challenges, yet moving forward at full speed and giving their kids the best.  From managing busy schedules, work, activities, while sharing housework chores and child-care duties, they have their hands full. And us mom’s, love them for that!

Generally, when it comes to raising kids, most of the attention has gone to moms. But surprisingly, Father’s Day ads were hot this year in English-language media. I was happy to see many TV commercials geared towards dads and recognizing the important role they play in a child’s life. Dove, for instance, put together a montage of men finding out for the first time that they’re going to be fathers. It was unique in that the ad, which is part of Dove’s Men+Care campaign, is a compilation of real home videos found online. You can’t get more authentic than that. The Docker’s ad tapped into cool, hip dads featuring Taye Diggs with great dancing and demonstration of some “mad dad” skills. Pampers honored dads by recognizing how lives change when a baby comes into the world and every moment with dad counts so much. Angel Soft did a unique take by congratulating single moms on Father’s Day. The ad portrays men and women thanking their moms for being both mothers and fathers in their lives. You will definitely need your tissue box for this one.

In spite of all these great ads, Father’s Day ads geared towards Hispanics in the U.S. were missing in action in Spanish-language media. I looked and looked but did not find major advertisers promoting this special holiday with the same sentimental theme used in English-language. The ones I saw were retail based offering discounts and special offers for shopping this Father’s Day and mostly adapted from the General Market, promoting tools and ties and the usual gifts “Dad will love.”

As a strategic planner for the Hispanic market, Hispanics love celebrations and Father’s Day is definitely a big one, an emotional time that is celebrated with extended family as well. While the Hispanic family dynamics are ever evolving, dads continue to be a pillar of the Latino family life. As the Hispanic population shoots up and buying power increases, I encourage advertisers to deepen their connection with Hispanic dads and engage them on a more profound level.

All involved dads deserve recognition for the incredible role they play in the upbringing of their kids. Having an amazing dad myself, while my kids also have the greatest dad in the world, I am truly blessed. Blessed for having these two great men in my life who have inspired me, encouraged me, supported me and always cheered me on and are now doing the same for my boys. Just like them, I know there are many more Latino Papi’s out there who would appreciate the recognition...