Surprise! Diaper Dad Is a Hapless Moron in AT&T's New Ad | Adweek Surprise! Diaper Dad Is a Hapless Moron in AT&T's New Ad | Adweek
Advertisement

Surprise! Diaper Dad Is a Hapless Moron in AT&T's New Ad Nicely done, but oh so familiar

BBDO phones in this doofus-dad spot to deliver the message that "Only AT&T's network lets your iPhone talk and surf at the same time." It's well executed and appealingly cast, with the actor playing the nerdy young father working hard at both changing baby (he fails, of course) and engaging in "guy talk" with his buddy (presumably kidless, oddly jivey-sounding) about a football game that diaper dude hasn't seen. Mom delivers a textbook "my-husband's-an-idiot" stare at the end. The way-too-familiar setup and self-consciously goofy dialogue ("Dog, what's up?" "You know me, I'm just kickin' it") make this feel like a parody of familiar ad tropes. If so, a more over-the-top approach would have helped. Have the baby give investment advice or dance on roller skates—or better yet, explode, crash through a window and cause a 20-car pileup. Then we'll know for sure where you're coming from.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

Click to Subscribe to AdFreak RSS