Some might not see this as a big deal, and perhaps it's not, but to me toy construction has always been a dad activity. I fully believe they intentionally made the mom the builder to subvert the traditional gender roles.
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brother... you are watching talmudvision, you are subverted by default.
But the punchline is the dad never returned
Then the mom transed the son. I hate this timeline.
But is the "daughter" socially expected to stay home and put the grandkid's bikes together or go get the milk now?
Grandkids?
Having children is white supremacy, or something. Or bad for the environment. Point is, having kids is for bigots!
Unless you're a shitskin. Then it's an act of social justice since it contributes to replacing whitey.
And we're supposed to pay the childcare costs for the hordes of browns and blacks.
Who learn to rob, rape and murder us before they're old enough to shave.
Ah, the new “he went out to go get cigarettes.”
I knew a guy who did that. He literally went to get bread & milk, went drinking instead and didn't contact the wife & kid for 2 years.
He showed up one day on the doorstep holding bread & milk. She threw a cast iron frying pan at him. 😄 His daughter didn't even speak to him for 6 years after that.
Booze is bad! M'kay?
Lmao this kind of reads like a confession about what you did
Wasn't me! Lolz.
They guy was off the booze when I met him, a cool guy. After a couple of years he got back on the booze though, lost contact with him. A terrible drunk.
What did he do for 2 years
Drank like a fish, in a distant city. He had a talent for working & drinking it seems, so it took 2 years to run out of money.
Fun fact my dad almost didn't return in this same situation because a drunk driver hit him while he was biking to the store. I thought he was setting up to tell a joke and he was like nah I got drug two blocks and ended up in the hospital
Of course it is intentional in order to subvert traditional gender roles.
Yes, this has been the norm for 20+ years of advertising now. Women hold 80% of purchasing power in the US and are the overwhelmingly largest market for consumer goods. They know women have power fantasies and are also more likely to complain over an advertisement being “sexist”. They therefore make men inept and girls warrior princess geniuses because they rely on women to sell frivolities.
Social engineering is justified by the 80% statistic, but I doubt their tinkering actually increases product sales.
Burgers?
I think that 80% power has gone down and now marketing companies are just figuring it out. There are a lot of single women who hold "professional" jobs with presumably disposal income. And now we have a lot of single men who also fit that demographic. The question marketing companies always ask is "how many people are in your household and who makes the purchasing decisions?" Men answer, one, and I do. The data out there can't be ignored at this point.
As a counter point to a advertisement being sexist here is a Braun commercial that was recently shown in this year:
I can't for the life of me find it but it's like James Bond turned up to 11.
That's "household" purchases, men will buy big ticket things like appliances, tools, cars & houses so the actual spending is more even.
But the advertisers aren't selling houses, they're selling household items so women are their target audience. It just makes sense.
then dad came home, fixed the fucked up bike.
I’ve noticed this too. Things like that where the mom is doing things the dad would traditionally do. Silliest example would be from that terrible watchman show they had to include the Tulsa race riots and they had a scene where the woman went out with the gun and handed the baby to her husband to take care of.
I’ve mentioned before that I mainly watch older shows or rarely anything past 2014 but I wish I could set the commercials for the past as well. I can watch pace picante commercials or mentos commercials all day
So infuriating.
A wife would only pick up a firearm to defend herself from someone immediately attacking her. Not her husband. Not her kid.
The concept of fighting out of eye-sight to defend the family is strictly a husband thing.
Exactly. Almost like men are protectors and women are nurturers and that is why they complement each other as if it was by design. Hate seeing this subversion obsession.
I had no idea what Wawa was, but yeah you're right it's 100% subversion. They have to show the strong woman that don't need no man. Even so, let's assume she can put that bike together, if she didn't have a man to go get her coffee, she'd go absolutely insane. The reality is the father goes and gets her the coffee and then puts the bike together.
They 100% did. So join the ranks of the non-TV watchers. This will not get better.
Drop cable, drop all streaming services, install adblock, don't connect any smart devices to the internet, connect a pc to your tv, get a vpn, pirate everything.
You're absolutely not imagining things and it's a complete inversion of reality. Women as a group do not enjoy assembling mechanical devices as much as men do.
Specifically when it comes to bicycles, I saw a study where they had children draw a picture of their own bicycle. All of the boys' pictures had chains and sprockets while none of the girls' pictures did. The average woman does not think about mechanical devices at all.
Of course they did, its scripted that way.
I haven't seen the ad but, from what you've said:
Maybe it's a tiny bit of role subversion, but I'd say more positive than negative when you compare to the rest of the "Holiday" advertising landscape.
What race was each member of the family?
Also, was the weather terrible out, making it risky and dangerous to drive? If so, the husband going out is the better choice if one must go out in that weather.
Not just the weather. Being on the road on Christmas Eve is taking your life in your hands. No one is paying attention and everyone is thinks an extra 20 MPH will get them the last whatever from the store.
Christmas Eve shopping has never been crowded in my lifetime.
Also never been particularly dangerous for me where I live. Thanksgiving evening is a death trap though. Had a job for a while that had mandatory half staff on the Friday after thanksgiving so I often had to drive home a few hundred miles, always wrecks, usually bad. You never want to drive more than a few miles after dark on thanksgiving.
Bikes are gender universal. Girls love bikes too, eh?
The invention of the bicycle gave women more freedom than anything! They weren't allowed to ride horses by themselves, carriages cost a fortune & hiring 'cabs' cost money. But they could ride a bike & go anywhere!
For sure. Bikes are great for all kids. What I meant was that he was gifted something typical for a boy, rather than something explicitly feminine.
"Man goes out for milk while wife assembles their son's dollhouse."
That's a good attitude
I think this is a certified case of culture war brainrot.
there are many things in commercials today that are subverting, but a father taking charge to fix a problem while the mother works to give their kids a good Christmas is not one of them.
EDIT: anyone who does not see the healthy family dynamic being described here is truly lost.
You sound gay.
and you sound insecure in your masculinity
and this might be the gayest thing I have ever read around here.
bruh
No. Bragging about being masculine from an anonymous account on the internet is gay.
And so is running out for groceries while your beard stays and does your job for you, for that matter.
I never once talked about myself. I could be a chick for all you know.
however, calling people gay on the internet? high chance of being a closet homo.
You do realize you are calling me gay here right? And using your own logic, that would mean...
Knowing how these people think, 99% chance some chicks in marketing thought it was a "thoughtful" and "incisive" way to "mold gender perceptions." Every instance of public messaging is a chance for these people to larp as Hillary Clinton.
what perceptions? a father taking charge and fixing problems is 100% masculine. a mother doing work for her kids is 100% feminine.
I don't know about you, but if I needed help assembling a bike I would look to my dad first and so would my mom. I wouldn't even need to think about it. As OP said, dads build things.
Going for an emergency milk run might be construed as "taking charge and fixing problems," but it depends how it's framed.
agreed, but dad's busy getting shit done so mom needs to step up.
To be clear I don't think it matters if a mom puts together a bike and a dad goes out for milk. But it was almost certainly a well-dissected, deliberate decision for the people who made this commercial. Nothing in marketing is made by chance.
I think you're reading way too much into it.
Like I said, I know these people in real life and this is how they think. The general public would prefer to think that this stuff doesn't matter to them, which is unfortunate because it absolutely does.
That's just the tip of the iceberg. EVERY tiny detail is examined closely. One little mistake could ruin the whole thing.
An Elvis poster in the background? Oh No! Swap in Elton John! 😲
Having had the misfortune of knowing a few TV and advert script writers. They 100% congratulated themselves after showing the mom to be the boss. They think grocery shopping is beneath them and demeaning, they subsist almost entirely on door dash, so they gave that to the dad and let mom prove she's (statistically highly improbably) better at mechanical problem solving than the dad.
Even with basic idiot proof consumer goods, it's better to have someone more experienced put it together so they don't make little mistakes lile biasing things as they tighten them, not noticing a screw is cross threaded, or overtightening them, for a slightly better end product. The parent chosen to build the bike is a defacto declaration of who's the better amateur engineer.
Yeah, it's a way of thinking that's like "I can conceptualize it so it's probably real for somebody, therefore they need my help to be represented and feel good about themselves!"
does the mom order the father to get milk? OP he describes the father as just going out and getting it.
It'd be nice if OP actually linked the commercial.
I can't find it online. Guy finds an empty carton, holds it up and shakes it. Then he's shown getting dressed and heading out to Wawa. Where he buys the milk and other stuff including a coffee for his wife. When he gets home he hands the wife the coffee, they sit down by the bike and homie spins the pedal.
sounds like the father taking charge of the situation to me
Oky
Dad comes back, drenched because of the rain pissing it down outside, puts the milk in the fridge, fixes the bike while the son is screaming at his Christmas being ruined due to the bike not having a top tube and how the other kids will laugh at him using the step-through.
The dad pulls out the old milk carton from the trash and points to the missing kid displayed on the side panel. Rips it up and uses the missing kid's photo as a spoke card, telling his son to tell the other kids that they'll go missing and this will happen to their photos if they keep at it. They both laugh.
The mom then comes in and asks the dad to unscrew the coffee jar. The son and father look at each other and shrug. The entire family laughs and we cut to an interlaced shot while the credits scroll up in an uneven hand-rolled manner.
In 1970 my Dad put together my high-rise banana-seat bike for Christmas. It cost (iirc?) $5 to get the store to do it. He spent 6 hours on it, finished after 3 AM. 😲 I was super happy though :> It lasted 7 years, then was out at the cabin.
As to this? I don't mind the idea. Were both partners White at least?
They were white
Things are bad when I thought "that's not so bad, it isn't literal interracial cuck porn."
How nice of her to build the bike for the first black kid that sees the bike unattended
What. Terrible way to find out she's gay.
I remember Wawa commercials just showing peoples hands and lower bodies. It was so disorienting
I believe I've cleverly spotted your problem and have devised a cunning and diabolical solution.
...
Stop watching commercials.
Did the father return with the wrong milk and coffee? "Oh honey, I wanted skim milk and decaff!"