Choosy dads chose something else

The other day, I was listening to the radio, and an ad came on for Ace Hardware. Now, Ace, for years, has had the little jingle that goes "Ace is the place with the helpful hardware man." Only now, it's been changed to "Ace is the place with the helpful hardware folks." I heard it, and that, good for them. I'm all for companies trying to get rid of jingles and ads that, unless appropriate*, pretty much single out one race or gender and, by extension, tend to exclude others.

(* Ie, I don't get my undies in a twist by the lack of men in tampon commercials, or the lack of women in Barbasol ads.)

Anyway, I'm wondering when or if Jif peanut butter is ever going to change their slogan. Remember it? "Choosy moms choose Jif." Now, I understand that women are the primary shoppers in most households. But there are about 190,000 stay-at-home dads out there, and we do our shopping too. If it's wrong to use fireman or hardware man (despite the preponderance of fire-fighters being men), then surely Jif can get with the times as well?

Naah. It's never gonna happen. I've complained to them before, and it's not going to change. It's the big problem behind being a SAHD. Most people assume that you couldn't hack it in the real world, and you're constantly dealing with stereotypes perpetuated by movies like these.


Blogger Who Am I? said...

FYI Nug...
Jif has changed their slogan in one of the most recent commercials: "Choosy moms - and dads - choose Jif". It's the one where the dad is sitting on the couch with the daughter talking about cutting crust off or something. Time to vent about something else...

7:14 PM  

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