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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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.