That's what three of this years biggest Christmas adverts say. Let's all grab a tissue and pity their suffering. Poor men, right?
marks and spencer, John Lewis and Sainsbury's are full of pity the men.
It was the Sainsbury's add that made it click for me. Year of the male pity. Great dads or men doing extra-ordinary jobs to make life better this Christmas.
JL
Dad surfers outside in the cold making the trampoline while the woman sits inside on the couch.
M&S
Father Christmas goes out on Christmas Eve to deliver presents. Mrs. Claus asked him to be careful. You can see the wind blowing to indicate it's dangerous out there.
He comes back home, mrs. C is all cosy with a cup of hot beverage pretending about her activities.
She also has better equipment for delivering presents compared to her husbands, a sledge with no roof or heating.
The dad is suffering and can't manage to control his kids.
The little boy is mean to his sister, he manages to get her a present and we are meant to feel sorry for little boys being boys.
Sainsbury's
The dad has a difficult job and can't cope with being there for everybody. No time for buying presents and spending time with his extended family.
He really, really tries very hard.
Everywhere you look, men, men, men! Hard at work.
One of the people that ruin his day is the old woman in the cue.
The only time you see his wife is in the house. That actually says a lot.
So what's going on here? Are they competing on who can be the best man this Christmas?
Is what they do at Christmas better and we should appreciate them more while what women do is just ordinary and mundane. They all seem to be a lover the place and if not then they are suffering in some way shape or form.