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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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
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.
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