Over the past few years, an important event has taken place in advertising: the image of the father has changed. Previously, commercials showed a caricatured model of the family; the moms were portrayed as caring, while the dads were little more than genteel slobs, essentially uninvolved in their own children’s upbringing.
Recently, that trend has changed. Increasingly often, we are being shown not a fool-father and a joker-father, but rather an ordinary good dad. He is friends with his child, taking care of him and supporting him.
The brand "FrutoNyanya” have been pioneers in depicting caring dads in advertising in Russia. Back in 2013, they filmed a video about a father taking care of a small child while mom rests. In the video, the familiar slogan has changed a bit, now sounding like this: "FrutoNyanya" - helping mom ... and dad."
On the one hand, this is a small change, yet on the other it’s a huge step for Russian advertising. Prior to this, advertisers did not focus on the fact that dads are also somehow involved in the upbringing of children.