Play Like Mum campaign

[StinkPickle]

I did a search but couldn't find a thread on this yet.

A new company has been launched called Play Like Mum and they've got a licence from Silver Cross to make their prams.

All the advertising features girls and mums and prams and is vomit inducing. They're getting absolutely battered on Twitter so have released a statement about how mums are heros with a "special bond" that is more amazing than a dads bond, and all children want to be like mums. It's truly awful.

Anyway if you're on twitter have a look

twitter.com/playlikemum

I'm also wondering how it fits in with the new ASA laws

www.bbc.co.uk/news/business-40638343

So mums are "strong multi tasking heroes, both at home and at work". Yet they're still the only ones pushing the pram? This looks like a very poorly thought out campaign, and will almost certainly have to be changed when the new advertising laws come in.

Urgh when I saw your headline I thought it was going to be something really cool, showing mums that do sports. What with women's football being on at the moment.

That's actually made me quite sad to find out it's this instead.

Indeed Gina. All the examples of women excelling in sport around at the moment, and England's team winning the cricket World Cup, yet this brand decides to not only depict specifically mothers in this way (erasing fathers) but also young girls' play being restricted to copying this outdated, stereotypical role of a mum (erasing boys in the process).

Sadface. We shouldn't even need this thread in 2017.

Anybody fancy some gentle spamming of their twitter page?

...

Love it :)

Who'd have thought women can be mothers and excel in sport?!
Clearly not this mother, unless they need someone to crack the 12 minute mile :)

LOVING those pictures ginaford. Excellent work.

I agree that it feels absolutely insane that this company has launched in 2017.

www.thetelegraphandargus.co.uk/news/14793418.Hampshire_mum_crushes_competition_to_be_crowned_Britain_s_strongest_woman/#gallery0

Are boys allowed to play like mum too? A quick glance at their photos suggests not.

their Twitter page doesn't say much though does it?

i find the picture awful - like mummy only plays with make up!

Fuck me that's disgusting marketing.

Horrible.

Sexist.

Uneducated.

Frankly bonkers.

It's imagery has fallen into old fashioned stereotypes which a brand with the heritage of Silver Cross cannot afford to do.

However, it's not accurate to say they think a dads bond is any less amazing than a mums.

That's hyping it up to get people frothing.

@wellthisisshit it's in the 3rd paragraph of the pinned tweet. They says that dads and other family members have an amazing bond (so basically that a dads bond is no more special than, say, Great Uncle Fred's bond) BUT that they are celebrating the SPECIAL bond between a mother and her children.

I take from that the mothers bond is more special than Grandmas, uncles, dads, cousins bond with the child.

I'd argue that my husband is just as bonded with our children as I am. Maybe more. The pregnancy is the only part he didn't experience and that was 5 years ago now and I think his extra care of the child in waking hours (SAHD) more than makes up for the few months I grew the child. Our child usually says "i want daaaaadddddy" when hurt or tired.

Sorry - just to add - that basically "dad" is lumped in with other peripheral relatives in their statement and "mum" is singled out as special and made to sound separate to the bond the child has with dad/grandma/uncles.

GinaFordCortina - loving your meme creation! Have you added it to their twitter feed yet? (Social media phobe here - do not know how this is done).

The marketing campaign sounds like a joke tbh but I understand that it's not.

Silvercross have not done themselves ANY favours lending their name to this nonsense.

I think Play Like Mum also wants to play on their stuff not being techno toys but rather like toys mum used to play with if they are in the 55-65 age range .

#Play like mum

s-media-cache-ak0.pinimg.com/originals/ca/f2/e1/caf2e1ea01229b82f44cfd074b69c471.jpg

c8.alamy.com/comp/ABH7Y5/young-children-playing-safely-in-street-and-riding-their-bikes-near-ABH7Y5.jpg

s-media-cache-ak0.pinimg.com/736x/80/e5/ba/80e5ba32fe6c26b020c439681f17fa60--child-photo-old-photos.jpg

www.tate.org.uk/art/images/work/TGA/TGA-201011/TGA-201011-3-1-117-12-1_10.jpg

www.museumoflondon.org.uk/application/files/9814/9935/7802/Time-to-play.jpg

It looks like they've caught on that people aren't impressed as they've started using the hashtag #playlikedad in more recent tweets.
The marketing team must be a right bunch of pillocks.
The tweet from July about the dolls prams being for "little ladies" is vomit inducing.

I also came to see a campaign about women in sport. :(

I've made an official complaint to the ASA

if anyone else wants too as well i'm sure it'll help.