Since becoming a dad, I think it’s fair to say that I’ve occasionally become a tad indignant at brands that fail to acknowledge men as equal partners in bringing up their children, so I was pleased to see that this new video from Fiat drives those with Y chromosomes well and truly into the spotlight – or should that be headlights?
Following in the footsteps of the massively successful The Motherhood, this new offering – known as The Fatherhood, funnily enough – includes clear nods to The Human League, Kate Bush, Adam Ant and, most importantly as far as I’m concerned, dads. If, like me, you’re a father of wonderful but determined-not-to-sleep young children and remember the 1980s too, there are sure to be a good few things in this video that will strike a chord with you – synthesised or otherwise.
The premise is one that many parents can relate to – the desperation to get their little ones to sleep at a sociably acceptable time – and our New Romantic hero has resorted to his family-friendly Fiat 500L as the literal vehicle for achieving this objective. In fact, the content is based on a nationwide survey which concluded that new parents clock up an amazing average of 1,300 miles a year soothing their offspring to sleep.
Set in the middle of the night, he leaves his suburban home with his two crying children and as he drives around his neighbourhood, in his mind at least, he drifts into a 1980s music video. As he does, he remembers what life was like before sleep deprivation and shares some brutally honest thoughts that even the most loving parents have in the early years.
Will this video be as successful as its female-orientated predecessor? I can’t see why not, though I notice that there’s a fleeting reference to it too – I do like little things like that! It’s worth a look for sure and I bet you’ll catch yourself singing the chorus afterwards. A nifty bit of viral marketing.
Disclosure: this is a collaborative post.