Summary of Key Points
During recent Mother's Day and Father's Day, the marketing campaigns of several consumer brands (such as Levi's, Dettol, OPPO, etc.) failed miserably. Some ads crossed the line with sexual content, others used vulgar language to offend women, and still others distorted family ethics. Behind these incidents lies the brand's abandonment of basic principles of kindness and creativity due to a desire for increased online visibility. This also reflects the conflict between traditional family values and the self-expression aspirations of modern young people. Brands neither want to repeat the outdated theme of sacrifice and devotion nor do they truly understand the real needs of contemporary families, ultimately stepping on social value sensitivities.
I. A Series of Marketing Blunders from Mother's Day to Father's Day
During recent holidays, brand ads were filled with particularly problematic elements:
- Levi's Father's Day ad: The focus was on a close-up of a pair of shorts, with the caption "A gift of fatherly love," but the shorts appeared to be more suitable for women, leading netizens to criticize it as sexually suggestive.
- Dettol Father's Day video: A male character said, "My future wife can't be a virgin, but I can... She's clean and untouched," which was so vulgar that even men found it offensive.
- OPPO Mother's Day ad: The caption read, "My mom has two husbands—one is my dad, the other I see twice a year," which was criticized for distorting family relationships.
- Blue Moon's Mother's Day campaign last year: The message "Mom, you go first" was met with backlash due to its implication of traditional roles where mothers should always make sacrifices.
The China Advertising Association has issued warnings about bottomless sensationalism, but brands continue to make these mistakes. These holidays, which should convey warmth and family values, have become high-risk territories for brand marketing.
II. The Root Cause: The Pursuit of Traffic at All Costs
Why do brands abandon creating heartfelt ads? The fundamental reason is the pressure to generate traffic:
1. Aesthetic fatigue with traditional themes: Old-fashioned ads often portrayed mothers in the kitchen and fathers as silent providers, a formula that has become tired and predictable.
2. The traffic algorithm's demand for sensational content: Platforms prioritize highly engaging content; brands must create extreme or shocking headlines to attract attention.
3. A gambling mentality: Some brands believe that negative reactions can also generate traffic, thinking that any amount of discussion is better than no attention at all. They take a chance, even though it means stepping on sensitive issues.
III. Deepening Contradictions: Changing Family Values and Brand Incomprehension
The failure of these ads reflects broader societal changes in values:
- The outdated concept of sacrifice: The traditional roles of mothers sacrificing for families and fathers earning money are no longer appealing to young people, who value personal happiness more.
- Young people's conflicting desires: They want stable relationships while maintaining their independence (for example, many young parents still pursue hobbies like watching movies or playing video games).
- Blurred boundaries in public discourse: Brands should avoid controversial topics (gender roles, family ethics), but they often use them to attract attention, only to anger the public.
IV. A Way Forward for Brands: Return to Genuine Warmth
Marketing during holidays is a significant test for brands:
- Stop gambling with controversial tactics: While negative reactions may bring short-term traffic, they can damage a brand's reputation. For example, Dettol's apology about third-party creativity was not convincing.
- Understand real family life: Families today face challenges such as helping with homework, caring for the elderly, and personal struggles. Brands should tell these real stories while emphasizing that family is a place of support.
- Balance warmth and individuality: For example, Father's Day ads could show fathers secretly buying video games, with mothers smiling and joining in—the combination of family affection and personal interests resonates with modern audiences.
In summary, the purpose of holiday marketing is to convey love, not just to attract attention. Brands should focus on understanding what users truly need, as genuine warmth is always what touches people's hearts.