Over the past few years, there has been a trend in advertising, which some have dubbed dadvertising. Essentially it's marketing based on positive images of fatherhood. Previously men were portrayed as bumbling idiots who needed women to come in and straighten things out.

I've heard 2 reasons for this shift. One is more men have become stay at home dads and the other, which I think is more important, is that women have responded positively to these images of men as fathers. It shows how the genders really need each other to stand up for them.

I'm including Forbes take on it.

http://archive.is/bxGl7

I remember a couple of articles a few years back decrying the shift. I can't find them anymore. In the past, that usually meant that feminists realized they were losing the cultural war around an issue and wanted to erase any evidence that they were actually in opposition. We see this with father's rights all the time. They're against father's rights. It becomes main stream. They try to separate it from the MRM in general by portraying it as a separate movement and even try to co-opt it to some extent.

Well, here is the plan B when it comes to dadvertising.

http://archive.is/Pk33c

"The idea was to create a set of guidelines similar to the Bechdel Test for films; in order to “pass” the 3 Percent Test, a commercial needed to 1. Have a woman in it, 2. Have that woman defying a stereotype and 3. Be the hero."

The tip off is the last one, be the hero. That means there would have to be no men in it or the men would have to be bumbling idiots in need of rescue by women. Where have we seen that before?