SMA – Dads’ Promise
14 January 2008 by SilkyChrist, I hate these SMA adverts! They really make my blood boil.
Not because I give a rat “with an increased risk of asthma” ass about whether bottled milk is better or worse for a baby than breast milk but because the ads portray everything that is still wrong with the perceived roles of mothers and fathers:
These are the words of conceited, self-satisfied dad:
“I promise to do at least my fair share of nappy changing and night feeding.”
“I promise to tell you often how much I love you…”
Well, whoop-dee-doo! Give yourself a medal!
I can’t stand people who expect congratulations for doing something that they should be doing anyway. It’s not the 1950s any more, so get the message: it’s your kid too, you arrogant fuck!
What’s that? You’re whinging about having a job? Have you tried looking after a kid for 6 months? It’s not a fucking holiday; so get over yourself and do your share.
I told you SMA makes my blood boil.
Just How Bad is this Ad?
(18 votes, average: 3.72 out of 5)
9Responses:
Bex
Said on the 13 June 2008
Off the point, I detest the 3 Ps: Pointless Pedantic Parenting. Even the fucking neanderthals could look after their babies (the evidence being our own existance) so why do people make such a bloody big deal about every gas molecule which goes up their tiddlers’ noses?
And what the hell is up with all this “promising”? Everyone knows that promises, like rules, are made to be broken. If you can’t be arsed to care for your own family don’t go on TV to lie about it in a sickening “love-filled” voice. “There’s nothing harder than being a parent” so fucking deal with it. That family are gonna be on Jeremy Kyle by the time the kid is ten.
“But he promised…”
Pleased
Said on the 4 August 2008
I completely disagree. I think this is a fantastic advert.
I don’t think men deserve a medal for doing their fair share of childcare. It absolutely should be what is expected of every dad. But the reality is that, even in this day and age, it often doesn’t happen. It’s a vicious cycle of fatherhood being undervalued (involved dads still being seen as unmanly or henpecked), and men undervaluing their own roles as fathers and just generally bottling it. This isn’t helped by consistently negative portrayals of fatherhood in films and TV. So it’s really nice to see an advert like this that actually portrays fatherhood in a positive, yet realistic light.
Promises are a start, Bex. Many men can’t even manage that. And some men do keep their promises, there’s no need to be completely nihilistic about it!
Rach
Said on the 14 November 2008
Wow a lot of hate for that advert! I love this advert and it makes me well up when I see it. I don’t think it is about saying well done man, you did your fair share, it is saying…….Mrs I love you to bits and although this being a parent malarky is bloody hard work I still think the world of you and I think you are amazing because you do it all so uncomplaining because like all good parents you want the best for your children. It is about celebrating the family unit and remembering it takes a man a woman to make a baby and it should be both a man and woman raising them!
Bex you have a lot of anger for SMA advertisers and men, deal with it, your negative views are dragging you down.
l
Said on the 20 November 2008
Lots of Lesbians here then.
What a bunch of man hating miserable wimin
Rach
Said on the 21 November 2008
Who’s a man hater?
Stephen
Said on the 22 December 2008
I promise to get up 5 times a night to feed our loovely, loovely baby even if I’m going hell for leather on a building site 7 days a week with stacks of overtime, my loovely loovely missus.
I’ll even fly home during the night when I’m working on an oil rig to feed the baby, my loovely missus, so that I don’t upset persons who object to gender stereotyping and associated sociological phenomena (cont. Sue Leece, Dept. of A Pointless Subject, University of Nohopers).
I promise to tell you how loovely you are, my missus, even when I suspect you’re knocking off the postman. What a bellend. Still, his missus will be quids in when she cashes in his life insurance after the poor sod drops dead.
Gemma
Said on the 31 March 2009
This advert it brilliant. I love it. It’s one of the nicest ads out there and I love watching it everytime it comes on telvision. Everytime it comes on I want Ralph Little to be the dad of my children because what he says is lovely. Stop over analysing things and see the beauty!!!
Sebastian
Said on the 12 June 2009
SILKY and BEX, please marry me. I want to die everytime I see this advert… then I realise it’s that family that should be wiped off the face off the earth, not me. Whoever made that advert is seriously ILL and should be taken away and put in a real fuckin family. NO one talks like that, and if they did they need years of intensive therapy… just to be told they can’t be cured and instead locked up.
If I had asthma I would be having a an asthma attack right now!
That advert is NOT healthy. It’s fucked!
(and breathe…)
Joanna Butler
Said on the 13 June 2009
I hate this advert with a passion, revolting phrases like ‘my lovely missus’ etc, whatever…. yuk, hate it hate it hate it!!!!
hating it doesn’t make us lesbians or man haters or kids haters ( although i hate kids lol) but its just a horrible mawkish advert….
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