I’ve seen some backlash over Google’s Gemini Live Super Bowl ad, about how the AI in its phone can help a dad who has been caring for his daughter and not working craft a message for a job interview. It has such a universal message for working parents that I want to push back against critics to elevate its message of equality.
The ad features a father who leaves the workforce to give all of his time to raising his daughter. There are photos with his wife, showing that he is there to support her career. He’s thinking about Team Family, not about what he can do as an individual contributor.
Most of the ad is about him connecting deeply with their daughter and doing the type of caring that is stereotypically NOT done by men, particularly on TV. The ad doesn’t stoop to media stereotypes of him being an angry, absent or aggrieved dad. He’s there, attentive.
He’s one of the archetypical Lead Dads we feature The Company of Dads. He’s devoted his time to his family and is supporting his wife in her career. He’s doing so at the expense of any professional aspirations he might have.
And then one day, his daughter goes off to college and he’s there alone.
To help him refine the pitch about what his life has been, he tried to record himself. It goes horribly at first, but then the AI prompts get him thinking more expansively. Many of the skills he learned as a Lead Dad are transferrable to his search for a job: he’s a great project manager, with an empathy quotient off the charts.
What’s bothered me in the backlash is the refrain that the ad reinforces the patriarchy and a privilege that men have. It’s the exact opposite.
Men who step into the role of supporting their wives in their careers are subverting the patriarchy – often at the expense of friendships and professional relationships. They’re doing so for the greater good of their family in a society that expects them to work, joke about marriage and parenting, and shuffle along.
Let’s be clear: white men have a lot of privilege – and thanks to Goldman Sachs they’ll have even more. The white shoe bank has just eliminated a requirement that companies it takes public have at least two board members who are NOT white men. (If ever there were a time to use 🤯 🤯 🤯, it is now. And for critics of the ad, wake up: Goldman is the patriarchy you want to rail against, not Google promoting a positive image of men caring for their family.)
When men step into care, they’re bucking social norms. They’re supporting women in achieving their career goals. It’s a loving act. It’s not the patriarchy taking over playdates.
If you’re one of these dads – or the spouse of one of these dads – please reach out.
