This is only one of countless television commercials portraying fathers (and more generally, men) as hopeless idiots who couldn't survive without the practical, wise hand of a female to guide them.
On the surface, everyone appears to know why these commercials exist and why they never portray women in such an insulting manner. Women do most of the shopping and spend most of the money, so it's only natural that advertising would cater to them. Men's rights activists (MRAs) get upset about this and point out that a pecuniary rationale would never protect a misogynistic commercial from a swift and shrill outcry from the XX-chromosome cohort. This argument, however correct, never goes anywhere because of a harsh fact: many (or at least enough) fathers and men ARE hopeless idiots who rely on women to steer them through life. This gives the commercials sufficient legitimacy despite their exaggerated nature. Besides, society expects men to take abuse with a stiff upper lip whereas it indulges the endless and fickle demands of women, so men should just get over it and shut up.
Thus ends the public's dialogue on the subject, which is where my interest begins.
First, it's fascinating to note just how much scorn and resentment women -- in the West, anyway -- appear to harbor toward men. To be so saturated with contempt that even something as ordinary as a television commercial must appeal to it is incredible, and not very flattering. Apparently it's a losing strategy for companies to market socks, diapers, detergents, or car insurance to women on the products' merits alone. No, the companies must stimulate the man-hating sentiment or lose out. If I'm wrong and there is no such widespread hatred for men, women should feel just as insulted by these commercials. After all, while the men in the commercials are directly portrayed as idiots, the women television viewers are indirectly portrayed as bitter harpies and hags who enjoy this stuff. Yet these commercials are continually made, so I suspect they work and that the hatred is real. I also suspect that my noticing it makes me a misogynist, but then again, everything does.
Second, and deeper, is what I perceive as a level of comfort that most people -- men and women -- derive from insulting portrayals of men. This is how men are
supposed to be. Whatever scorn women might have for the horny doofus, it is nothing compared to the scorn they have for a man who won't fit this mold, who is intelligent, refined, well-dressed, or considerate. Such a man might not need her to tell him what to do! And maybe she's not nearly as smart as she thinks she is! Well, he must be gay then (just as Kevin Kline's refined character eventually discovered in the film
In & Out). Most men are equally swift to condemn as "fags" any men who dare to wander off the plantation this way. Like Uncle Tom, most men wish to keep their masters happy, and the sight of a man who defines himself by something other than women terrifies them.