Ragu Hates Dads

posted on September 27, 2011

I hate how companies, movies and society likes to pick on the dads of the world by portraying us as clueless parents who don’t know our way around parenting. It is one of the main reasons I started Digital Dads and why I’m proud of Cast of Dads.

As a marketer I’ve worked with companies big and small to advise them on how to properly use online media, how to reach out to influencers and how to be smart about content. After years of successful campaigns I know enough to be able to say what works and doesn’t work.

Combine these two aspects of my life and you can understand why I’m so pissed at the stupidity of Ragu and whoever their agency is.

I’ve never interacted with Ragu on Twitter before and honestly don’t buy their product. So when I got the above @ message from them linking to a video I wondered what it was. A quick look at their Twitter stream showed me that they had @ spammed a bunch of dads with a link to the same video. Here is the video:

As the person in my household who does all of the shopping and all of the cooking I took offense to this video. Implying that dads can only cook the simple things and Ragu is somehow going to help make that easier. Give me a break!

I’m sure there are plenty of couples out there where this might be true, but once again we have a brand who has decided to only focus on the mom side of the parenting equation and play into the stupid stereotypes that dads get pegged with all the time.

When will brands wake up to dads and the active role we play in our children’s lives. I’m sick of seeing every company that wants to have a parenting focus completely forget about the male side of the equation. I long for a brand to embrace fathers and really step up and cover both sides of parenting.

Ragu, you failed. You tried to be clever and you blew it. Whoever your agency is that told you this was a good idea should be fired because they are doing things for you that snake oil salesman are selling companies on every day and you’ve written the check for it. You should have known better. They should have served you better.

I’m sure Ragu doesn’t really hate dads, but after this video I can firmly say that there are plenty of dads who will hate Ragu. I certainly now do.

Update: If you are just reading this, I hope you’ll read my follow up giving advice on how it could have been done better and then my final post after Ragu called me.

Be Sociable, Share!

Categories: Rants

http://www.google.com/profiles/jeff.harbert#about Jeff Harbert

Reminds me of a billboard for the Dodge Caravan I saw in the Seattle area when I lived there a number of years back. The tagline was, “Does more work than most husbands.”

Stereotypes are nearly always used to disparage people with cheap shots. It’s immature, disrespectful, and just plain rude. It really isn’t that much harder to express an idea (or ad) in a manner that elevates people rather than denigrates.
http://www.apathystew.com rebecca

They’re not actresses, they’re mom bloggers. At least one is: http://cutiebootycakes.blogspot.com/

In any event, they should know better.

Anonymous

All three are well known mom bloggers.

http://neeroc.wordpress.com/ Neeroc

Hi, I’m new to your blog, followed a tweet to this message. I’ll admit I read the comments before watching the video and I expecting a more overt…attack for lack of a better word, but I honestly find that ‘chat’ muddled and without a clear message. It may be because I was expecting more ‘slamming’ in the actual interviews instead of the whole premise being fairly ‘it’ll be cute to get dad to cook’ – which is not all right in ANY way.

The purpose of this campaign baffles me. They didn’t tie to the product, they didn’t really promote dads cooking as s great thing for the whole family (which I’d assume might be a misguided focus? ), they didn’t talk about how the product would make it easier for getting meals to the table (again, seems it should be a message) I also didn’t find the tips particularly highlighted in the video clips, although they were patronizing in that they were directed at the moms. And why would this campaign not have been dads talking about how they use Ragu to feed their families? Cooking dads aren’t that unusual, they aren’t a side show, if the focus truly was about dads, they should have been interviewed.Disclosure – I do the dinner cooking most of the time in our family. We’re not a meal planning-type family and I’m just better at throwing together what ever is in the fridge. That being said, my husband rocks breakfast and lunch…and about 65% of the grocery shopping.

http://www.cc-chapman.com/ C.C. Chapman

Yeah the video on it’s own isn’t THAT bad, but I still hate the stereotypes in it.

It is a pet peeve I’ve had forever and one of those sensitive topics that trips me out. We all have those little things and this is one of mine.

Anonymous

I have seen many posts now indicating that Ragu isn’t aware of what is happening over here on CC’s blog. I completely disagree. They know, however, as Chris pointed out, they didn’t hire a true Social Brand agency, they hired a traditional PR firm, and, as such, they have absolutely no clue how to respond to this because there are no Social Media Disaster Plans in place.

http://www.cc-chapman.com/ C.C. Chapman

I don’t know about that.

Now that I know the agency behind all this it sort of bugs me even more because they were an agency that I thought knew better than this.

Pingback: Join The Plight of the Blogging Cooking Man... Or Not | Marketing Technology Blog
http://sydneyowen.com Sydney Owen

As a 26-year old who is living with her boyfriend, in the midst of starting my own company, I will say this:

1. I am so glad I’m not on staff at an agency that thinks this is awesome.
2. I am so excited to get married and have babies so I can be all judgey-face like the mom with the husband who grills all the time.

Not that I eat this crap anyway but now I’ll give a nasty glare to the display when I’m perusing the pasta aisle.

http://neeroc.wordpress.com/ Neeroc

Your last sentence exactly echoes my feelings on the product and ad. *g*
http://www.cc-chapman.com/ C.C. Chapman

Best of luck on the company and the pending marriage and babies

http://twitter.com/1ad_dad David Schwartz

So much to say about this. First great post C.C. As a dad in advertising I am offended for both parties I represent. I agree with Sass, this is not only offensive to dads but moms as well. It is truly geting tiresome to see big brands continue to stereotype household roles. Have we not moved beyond this yet? I guess not. This campaign not only lacks creativity but also lacks legs.

Just because you throw the words “Be part of it. Be heard.” and have a facebook page, doesn’t mean that you have created a social program. Fail.

I am glad that the dads of the world can share their opinions and voice their issues. Ragu has turned back the clocks for dads, and this dad is not pleased. Since I not only share the cooking duties in my household, but also the shopping responsibilities I for one will not be adding Ragu to my shopping cart.
Anonymous

Couldn’t agree with you more on this. Personally, I couldn’t care less about this video because if I *were* going to use an off-the-shelf sauce, it certainly wouldn’t be Ragu. But usually I just make sauce from scratch, it only takes a few minutes and tastes so much more fresh. I usually have time anyway, while the HOMEMADE meatballs are cooking in the oven. That’s right, I’m the chef in our house.

Do we really still need these insulting stereotypes that men can’t cook, don’t spend time with their kids, and don’t know how to parent? How do women feel when they are presented only as the “homemaker” or soccer mom, as if they can’t also make a contribution to the family other than by being a nanny?

I agree that the agency that came up with this lame excuse for a marketing experiment needs to go back to the drawing board, and stop billing themselves as a “social media” agency. They obviously don’t get it.
http://www.copyblogger.com Brian Clark

I don’t get offended easily, as a dad or otherwise. But I’m still amazed that big brands are this clueless. Although, I guess they figure pissing CC off is better than being ignored completely. No, it actually doesn’t work that way… not all PR is good PR.
http://twitter.com/TechyDad TechyDad

I’m a dad who does the majority of the cooking in our house. Yes, there are times when my cooking is heating frozen meals because we’re strapped on time. But there are other times when I “assemble” (to use the word one of the ladies in the video used) a meal from scratch. For the record, I will use jarred sauce if I’m strapped for time, but I much prefer to make my own since I can control what goes into it. (More veggies, different spices, less salt.) I don’t use Ragu, however, so my continued non-use of their sauce probably won’t sting much. (Neither me nor them.)
Anonymous

I’m not a father of a child so I can’t relate from that aspect, but I really hate the Twitter spam from their account. Chris Brogan’s comment hit the nail on the head.

Unfortunately, controversy gets people talking and psychologically can lead to people purchasing. It’s a known fact in advertising and marketing. While your post does stir the pot and bring a little bit of negative light to the campaign, the countless Moms out there who think like the Moms in this video will be happy to see Ragu lifting them up and they’ll go out and purchase their products. How do you fight that battle?

http://www.cc-chapman.com/ C.C. Chapman

If I had that answer I think I’d be a very rich man.

I had more than one person ask me why I even shined a light on this since in some ways it helped them.

I shined the light because I genuinely want to see brands be smarter and do better in social media.

Niri

CC I say all of this an (unpaid) Ragu sauce ambassador. I do believe the brand genuinely cares – but as Chris Brogan mentions – I cannot vouch for what they are aware of in social media conversations. I cannot speak on behalf of what the agency understands or not. I will emphatically agree on the DAD point. I would not tolerate it if tables were turned so kudos that you spoke up on this. As a household that shares the belieft that promoting stereotypes harms us looking at each other equally. Personally I consider it spam if someone who does not engage me sends me a link, not in conversation but in promoting.

http://www.cc-chapman.com/ C.C. Chapman

Thank you for chiming in. After I wrote this I discovered the whole ambassadors program through a tweet of yours and I wondered what the program was about and how some of you might react. I appreciate you sharing your thoughts.

http://twitter.com/Collectual Collective Intellect

It seems many ads/socialmedia/digital-whatever efforts use stereotypes to sell their products. Whether it’s portraying dads as bumbling idiots or having a bunch of men in lab coats showing women how to clean a bathroom better, the vehicle doesn’t matter it’s the message that’s offensive. It appears that even though we have access to an amazing amount of data and insights on our consumers, we fall back into familiar patterns and themes for communicating our message. I guess it’s convenient?

Thanks for sharing. It’ll be interesting to hear how/if Ragu responds.
http://www.ricksticks.com Rick

Seems like a lot of angry folks around here. Who really cares? Why such a visceral reaction to this? Are they wearing baby seal coats stitched together in a child labor camp?

It misses the mark and does nothing to establish the brand in my kitchen; however, I’m not in the least offended. It’s fluff.I’m a Dad that does most of our ‘fancy cooking,’ as my wife might call it. I cook on weekends for meals through the week — mostly everything from scratch. Last week I made a big vat of tasty pasta sauce from the good eats picked out of our urban garden. My 11 year old called it a 10/10 — high praise from a picky eater. I don’t long for brands to embrace me, my loved ones will take care of that.I’m not even sure how this can be described as trying to be clever. There’s no need to hate the incompetence, just walk away, and it will go away.

http://www.cc-chapman.com/ C.C. Chapman

Yeah looking back I honestly didn’t think this would blow up the way it did. I’ve certainly moved on from the anger filled feelings I had when I wrote this and moved on to, I wonder if they actually learned anything or not.

http://www.WhatDidEricSay.com Eric Miltsch

Meh. I’m an occasional cook. And by that, I’m the “guy at the grill” they’ mentioned.

But what Ragu thinks of me as a cook doesn’t register on my list of things I need to worry about.

http://www.cc-chapman.com/ C.C. Chapman

Fair enough! And nothing wrong with grilling. Did up some great chicken thighs tonight for dinner.

http://www.WhatDidEricSay.com Eric Miltsch

C.C. – I agree with your comment about the agency & their responsibility. Ragu makes sauce; their agency is supposed to create the emotion surrounding that sauce – to that point, they indeed failed.

Maybe if they had appealed to the competitive nature of us grilling guys & “challenged” us to come up with something that complimented our meals, it would have touched another emotional response.
http://www.cc-chapman.com/ C.C. Chapman

Now THERE is an awesome campaign idea. Wouldn’t it be great if they were listening?

http://www.davemadethat.com Dave Delaney

And now I’m craving pasta for lunch.

I’m disappointed, but not surprised by this from Ragu. Too often these types of campaigns are developed and executed terribly.

I’ve been reading Jason Falls’ and Erik Deckers’ No Bullshit Social Media. It’s a great book that more companies need to read. They recap some great fires that companies and the agencies who represent them created for themselves.

I totally agree that it’s time to put an end to the dumb dad stereotype too. I’m interested to see how (if) Ragu responds to this great post C.C.

http://www.cc-chapman.com/ C.C. Chapman

Well they finally got in touch with me and I’m talking with them tomorrow. I hope it goes well.

Yes, the book is great for sure and I’m looking forward to finishing it.

http://www.davemadethat.com Dave Delaney

I’m glad they followed up with you C.C. That’s the responsible way to handle it.
I’m keen to hear *how* they follow up though.

Thanks.
http://www.cc-chapman.com/ C.C. Chapman

I’m glad to. If they hadn’t it would have really been a failing of them and their agency.

I’m very much looking forward to the call.
http://www.davemadethat.com Dave Delaney

Me too. Keep us posted man.

http://twitter.com/Greeblemonkey Aimee Giese

Wow, I know personally and love all three of those ladies. The whole thing is honestly a little weird. I do have to say I wonder how much editing played a role in it. And for the record, @bugfrog:twitter cooks as much or more and better than I do.

http://www.cc-chapman.com/ C.C. Chapman

NOW knowing that these are bloggers in the video changes my perspective a bit because I thought it was just horrible copy going on, but as people have pointed out they are in fact active bloggers.

I’d love to sit down with them over drinks sometime and off the record and hear what they think of it all.

Editing can be a pain! that is for sure.

http://www.sociallyengagedmarketing.com CharityHisle

These women drink a lot… or their husbands are never in the kitchen. My husband is the better cook. I’m like “hamburger helper” mom and he’s like “fancy-tasty pasta dish” dad.

http://www.cc-chapman.com/ C.C. Chapman

Nothing wrong with hamburger helper! *grin*

http://womeninbusinessradio.com Michele Price

Ok knowing that I might get slammed as the conversation here pretty much let’s you know this could be an unpopular comment.

“Me thinks thou dost protest too much.”

Having had a husband and father who got in the kitchen, he did it out of competition, not out of skill chuckle. Is that diminishing to him, nope it is honest.

Yes, granted not all mother’s are the cook in the house. But do you think you can speak to “everyone” when do execute on any campaign. You know you cannot. They choose to speak through mom’s about their experience that is still occurring in homes. (even if it is not what happens in all)

Is it changing? I sure the hell hope so, as I was one of those Mom’s 30 years ago who was part of the movement to make it ok for “the dad” to be a parent and not just hold the title of Dad” as it use to be. I encouraged my husband in changing cloth diapers ( and not letting him think it was woman’s work) we became role models for a more equal parenting relationship which frankly was not so equal then . Doing all that when it was not popular was not easy. We got a lot of stares, questions and ridicule.

Back to today, this video was not that offensive, heck I found it humorous. To hear a man who use to be a chef not want to have anything to do with cooking anymore. It just goes to show that you can allow yourself to morph and change.

I looked at @Ragusauce:twitter timeline and all I am seeing so far is them tweeting is a question of “who makes dinner in your house?”

So it seems that their only fault was not making a video and tweeting with dad bloggers first. Granted there could have been a bigger or more dynamic way to have created this piece. Is every campaign suppose to be perfect? Are we not to learn and improve each time?

Where is that fail forward fast mentality we hear so much about? It leaves me with a lot more questions than answers.

Feeling like I may open a can of worms, guess we will see it as a learning opportunity.

So when you can I saw you tweet you are flying, I would love to hear more why it has to be so extreme that you hate Ragu. Do we not have room to just disagree anymore? Do we have to hold brands feet to the fire or can we state here is where I disagree with you…

http://dannybrown.me Danny Brown

Amen, Michele.

Okay, we get it – brands often make mistakes, but the best way to learn is by getting productive feedback, not ram-rodding like this post. And saying their agency should be fired because they did something a blogger doesn’t like? Come on…

http://www.cc-chapman.com/ C.C. Chapman

I just want them to learn from their mistakes. That is the key. Hopefully they will.

http://www.cc-chapman.com/ C.C. Chapman

I hope they do learn from it. That’s why I wrote the follow up post saying how they could have done it better.

I just don’t like any brand that slams dads. Never have. Never will. Trying to be cute while slamming doesn’t make it ok in my book.

http://dannybrown.me Danny Brown

@prosperitygal:disqus But isn’t that the point? The second post was better, as it offered solutions; this one is just a rant that does nothing except get your frustrations off your chest.

Humour against sexes is nothing new; it’s been happening for centuries through print, and then radio and movies came along and continued that.

Are we to get upset at all the comedies that portray men and women in stereotypical ways through scriptwriting? Or we to stop comedians from telling jokes that portray views the same way?

If there are deliberate and hurtful insults happening, sure, let’s highlight that. But other times we just need to get a sense of humour and see something as perhaps lame, and move on.
http://www.cc-chapman.com C.C.

Lame it most certainly was and I am moving on because they were a product that I never used anyways and most certainly will never consider in the future.

http://raulcolon.net Raul Colon

I have to agree with my friend @chrisbrogan:disqus the fact that they bring anyone in to run these type of efforts make it increase the possibility of failing.

One key thing I saw at least on one the Kim Tracy Prince blog that she had no disclosure visible as of her relationship with Ragu which makes it even worst.

Good job C.C. on calling them out. Will share your story on our Papaheroes Blog you are in inspiration.
http://jessicagottlieb.com JessicaGottlieb

I’m going to jump in here and agree with you that the @ragu:twitter twitter stream demonstrates that they really do need to hire someone who understands social.

BUT

I’m not sure how this video is upsetting. They took three bloggers and talked about their experiences with their husbands. It’s not scripted. Kim’s husband likes to grill, Rene’s husband used to be a chef and doesn’t enjoy it, and Whitney’s kids are picky.

Nothing about this makes dads look inept… not to this mom. Actually I think they look like superheroes, one mom said that the kids get to eat whatever they want. If my kids asked me to cook two separate meals first I’d scream, then I’d cry and then we’d all be sitting in the corners sucking our thumbs and rocking and trying to recover from my outburst.

Is it possible that the twitter stream was so hopeless and spammy that you looked at the video with a much more critical eye than you would have otherwise?

http://www.cc-chapman.com/ C.C. Chapman

Quite possible. I don’t know any of the people in the video and assumed they were just hired to shoot the video.

All things aside I’m pissed at the stereotypes of picking on dads and this just feeds it. I’m more pissed at the lazy marketing done here.

http://www.twistimage.com/blog Mitch Joel – Twist Image

This is just bad marketing and a even worse execution.

What was the insight? How did they turn it into a valuable advertising proposition? The spamming of you on Twitter is actually the primary driver that speaks to the quality of the agency that executed this.

It’s a everyday product for everyday people… they have no desire to be special or unique and their execution proves it.

http://www.cc-chapman.com/ C.C. Chapman

Well said and thanks for seeing the part that really got me. The LAZY execution.

http://twitter.com/igster101 igster101

Ragu is garbage. That being said. I do 99% of the cooking here. I’m not a clueless parent.

http://www.cc-chapman.com/ C.C. Chapman

If nothing else, this is what I hope my little rant does…raise the awareness to brands that dads are more active in the household chores than ever before.

http://www.dayngrzone.com/ Dayngr

Oh my! That wasn’t all too clever now was it?
Anonymous

I may not “hate” Ragu, but I’m seriously disappointed in them. I used to use their sauce quite a bit when I made spaghetti, but I might be looking at other sauces in the future.

I’m just tired of marketers stereotyping dads as idiots.

Tim
http://www.facebook.com/jaycebroda Jayce Broda

Ads has been making Dads out to be idiots for decades. “Only Mom can buy the right cough syrup for the kids, cause Dad is incompetent in this area.” It’s the “men are uncivilized brutes who lack the finesse only Mom can bring.”

It sells product so they use it. Unfortunate.
http://remarkablogger.com Michael Martine

Most of the top chefs in the world are men. That’s the reality of patriarchy flying right in the face of the “dumb dad who can’t cook” stereotype.
Pingback: Hello Ragu, Welcome to 2011. Dads can Cook!
http://twitter.com/megfowler Meg Fowler

It’s funny — I grew up with a dad who didn’t cook (doesn’t even know how!) and I’m marrying a guy who can *kind of* cook, but really doesn’t enjoy it at all. And it’s fine — I love to cook, and I’m a complete control freak in the kitchen, and so is my mom. It’s a thing we both own because we’ve got skills in that area, and I never resent it, and neither did she. As long as our guys pull their weight in other spots in the house, we’re in great shape.

So men not cooking IS my reality… and yet I look at ads like that, and still wonder why they’d diss an entire audience. You’d think the smarter choice would be to try and *expand* their audience by appealing to a very real demographic that advertising has largely ignored, regardless of the reality of their existence: domestically gifted guys! Alienating a market share to try and appeal to another one (moms who feel ditched by their husbands in the kitchen?) lacks foresight, plain and simple.

My tendency is to want to start some sort of a positive project to highlight dads who are fantastic in the kitchen, like a YouTube video channel of FoodieFathers where guys submit videos of them making their signature recipe (complete with kid helpers… maybe even scenes from the grocery store). A way to celebrate the men, instead of giving Ragu so much attention, even if they’ve merited a negative eyeball.

(And I will say, Gradon made me one of the best pasta dishes I’ve ever had from a recipe he found on the internet — so he’s got potential. He just has to pry my garlic press from my cold dead hand.
http://www.contentstrategyhub.com Eugene Farber

I think any of those women would love to have a taste of my Mussels in Chorizo sauce. I’m not a dad, but I AM a guy. My girlfriend and I split cooking duties fairly often. They neglect the fact that a large part of their consumer base may be guys, and they are alienating them. Not very smart!
Gilbert

What poor judgment on Ragu’s part! As someone who also does all the cooking and shopping (not to mention the laundry), I’ll match my culinary skills against anyone at Ragu and come out a winner. Besides, my sauces taste far better than anything Ragu can concoct. Word of mouth is not going to help Ragu.
http://profiles.google.com/scwhissell Shannon Whissell

I have a dad & I’m in love with a dad – both of whom love to cook for their families, and the societal assumptions about dads similarly annoy me. Ragu (which is just really not good food anyway and they should probably focus on that) really messed this up – it’s not just offensive; it’s boring.
http://CrockPotGuys.com CrockPotGuys

Working on-air in radio for 15 years, it was our job to get ratings.
That only comes with people taking about you. On a daily basis, I took
an on-air position on a topic that was not my true position, in the name of
controversy and ratings.

I don’t believe Ragu cares one way or another. They want market share.
The Ad agency LOVES this. They did their job. And are now pointing this
out to Ragu.

When we would execute a fantastic morning show and I was feeling good
about it, inevitably, that day, I would meet someone who would ask me,
“What do you do?”. I respond with “I do the morning show on 97.1 The
Point.” and they would say: “Oh, I don’t listen to that station.”

So, Hey, Ragu ad agency, Nice work.

Hey Ragu, We still don’t like your sauce.

Prego.

http://www.cc-chapman.com/ C.C. Chapman

Unfortunately you are right. They’ve got nothing but tons of links and exposures from this and of course you could spin that to be a good thing. Who knows what is being discussed behind closed doors.

http://www.tjgallivans.com Tom

Good for you. Thanks for this article. I’ve cooked my whole life. I’ve catered events. And I can cook whatever you want for any meal. One of my specialties is a pasta sauce that I’m proud to say is now commercially available.

http://www.cc-chapman.com/ C.C. Chapman

Really? Congrats. That is pretty damn cool.

Anonymous

I think the video is pretty harmless…if you think it over generalizes and makes it seem like most (or all) dads are not helpful in the kitchen or rarely cook than it also makes moms sound like wine drinkers who ignore their kids.

And honestly, after years and years of this kind of advertising: http://www.icanhasinternets.com/2010/05/25-horribly-sexist-vintage-ads/

I think dads should be able to handle a playful jab.

http://www.cc-chapman.com/ C.C. Chapman

Playful jabs sure. Stupid agency outreaches that don’t make it playful, not so much.

Anonymous

So maybe instead of a title that says “Ragu Hates Dads” it could be “Whoever Operates Ragus Twitter Account Is A Moron”. Then again, that wouldn’t have pulled in nearly as much traffic.
http://www.cc-chapman.com/ C.C. Chapman

*laugh* Looking back maybe that is what I should have called it.

Anonymous

Pretty typical for marketing. Gender stereotypes are used often and without thought. It became more clear to me when we made the decision for me to run the business and my husband to be the primary caregiver. Suddenly 90% of commercials don’t speak to us because the women rule and men drool and suck at everything related to kids or the house angle is so prominent.
http://ItsDifferent4girls.com Linda Sherman

I read 141 comments, then watched the video, then clicked through to the video on YouTube. This video on YouTube now has an “as seen on” link to the CC Chapman blog and 426 views. YouTube of course presents other videos in this series nearby.

I like the concept of paying bloggers to appear in a promotional video. It’s interesting how they put it together. Obviously, each blogger can be in their home, though the sound quality will vary. Unilever has a proper disclaimer at the end of the video stating the bloggers were paid.

The agency is also clearly shown at the end of the video. It is http://deca.tv/about-us Based on the comments, I thought it was female owned but doesn’t look that way with a male co-founder and CEO at the top of the leadership page.

Since it is a series, for sure they could and should add one with well known Dad bloggers. There are many possibilities for this. One that I would suggest would be my former client, @BruceSallan:twitter who was a stay-at-home single dad for many years, and still takes turns with his working wife in the kitchen.

I did not find the video itself offensive. However, the campaign of sending tweets to Dads could have been improved. A warm up with these men before sending them a link would have certainly have worked better. I always react negatively to a brand or representative from a brand sending me an unexpected link on Twitter.

Very interesting discussion. Great to see many of my pals in the comments. Landed here because of a retweet from @Neenz:twitter of a tweet by @copyblogger:twitter

http://www.brucesallan.com Bruce Sallan

Linda is VERY smart!

http://ItsDifferent4girls.com Linda Sherman

Thank you very kindly Bruce.
http://womeninbusinessradio.com Michele Price

Yes and like I said on my post on this and General Mills piece that was also blasted, it is amusing to see”friends” jump on board blasting the brands.

I am tickled they are doing blogger outreach.

Sometimes I think we just need to ask “Did you realize that your message felt insulting to me because …?” Then suggesting they do an additional campaign and why. Heck I see it as a way to get some dad bloggers work. I love opportunities, don’t you?

The fact that women still have these issues with their husbands not actively participating is not going to go away because some dads have stepped up and do. That is not something the brands can address now is it?
http://www.cc-chapman.com/ C.C. Chapman

Maybe not, but they certainly shouldn’t be feeding it either.

http://prevolutionblog.com Kasey Skala

So we all agree that Ragu completely missed the boat on this. Great, we get that. But what value does this post bring? Glad that you feel Ragu hates dads — which, they obviously don’t. What was your point of this post? Simply to bring awareness about a horrible campaign? Awesome. Social has allowed all of us to become the biggest critics — a lot of the criticisim is justified, but it’s made us all the biggest bunch of whine babies.

They made a mistake, you’ve made mistakes, I’ve made mistakes. It’s part of life and business. It doesn’t make it right, but it also doesn’t mean we should flame folks all the time. Maybe it’s just me, but I’m tired of the holier-than-thou-I-think-I-know-all-and-I’m-going-to-complain crap that’s out there.

You’re a smart guy, C.C. I assumed you were above these types of pointless rants.

http://www.cc-chapman.com/ C.C. Chapman

Sorry you feel it was pointless. Best thing about the internet is that we each have our own platforms to say whatever we want and I felt last night and still feel today that this was a lazy campaign that could have been done better.

It is why I followed this up with another post giving solid advice on how it could be done better.

Sure, Ragu doesn’t hate dads and I regret not putting a question mark in the headline like I meant to. But, I don’t think they care much about dad either.

Pingback: TJ Gallivan's • Sexism in Advertising
http://www.brucesallan.com Bruce Sallan

ARE you coming to BWE in November, C.C.? I know Adam is – we should meet (FINALLY). THIS is the topic of the panel I’m moderating and exactly what I spoke about at the 140conf NY this past summer!

http://www.cc-chapman.com/ C.C. Chapman

I am going and I am speaking. Subject is “Content Rules, but Common Sense Rocks”

Wonder what I might talk about

http://faleafine.com NEENZ

I didn’t watch the video because I’m having a good day and don’t want anything to take it off course. I got the gist from the blog post and the comments. My upbringing broke this stereotype. Not only did my Dad do/still does all of the shopping and nearly all of the cooking (he does have to work late sometimes), but so did my Papa. In fact, our family prefers their cooking.

From a social media point of view, Ragu and their agency missed a critical step — the Assessment. An assessment would have given them much more insight during the development of their strategic plan and could have possibly avoided including a foot-in-mouth ingredient in the Ragu sauce.

Oh, I should note my Dad and Papa have never used Ragu sauce in their dishes.
Pingback: The Secret Sauce – Free Advice for Ragu | C.C. Chapman
Gaynycdad

Dads who help in the kitchen are not the norm. While the agency should not have allowed these women on the air highlighting that, from many conversations I have had in the playground after school, those of us dads who do the shopping and the cooking are the vast minority. And in this forum with social media dads, we are way more savvy than most dads across the country, just talk to them. So this video was a bad choice but is not necessarily off the mark statistically, in my humble, GAY opinion. Cause I am sure as the “gay” stay at home dad, I am also not the norm.
Now, who’s next?

http://www.cc-chapman.com/ C.C. Chapman

I think you highlighted an awesome point that there is not one single NORM when it comes to parenting. Especially in today’s society,

http://www.thejackb.com/ The JackB

I don’t know that I am offended by this but I will say that it has become common for women to make cracks about their husbands. If you surf through the mom blogs you will find more than a few examples of wives who portray their husbands as silly buffoons.

Sometimes it is clear that they are joking and others…not so much. I can’t help but wonder about those women. Is that really what they think of their husbands.

http://www.cc-chapman.com/ C.C. Chapman

Yeah I often look at the way couples act towards each other and shake my head.

My wife and I have a great relationship and while we poke fun at each other, we make sure the it is always in fun. Other people (both men and women) not so much.

Weird world we live in.

Pingback: A Call to the Alliance For Equality by Boycotting @ragusauce
http://www.facebook.com/people/Patrick-Albanese/1078885173 Patrick Albanese

This also shows the lack of creativity that exists in some ad agencies. Or in most ad agencies.

Here’s the formula for an ad campaign these days.

1) Women are smart, men are stupid
2) Children are smarter than adults
3) Animals are smarter than humans

As long as you follow these simple guidelines, you can write an ad that will be considered original and unique.

As a side note, whenever my wife likes to poke fun at my ineptitude whenever I engage in a task that women tend to be better at, I ask if if she’s certain I’m not just faking it in order to get out of doing it in the future.

To me, perhaps a slightly more clever way of ending a commercial where the dad is portrayed as incompetent, would be to show him with a sly look on his face as he yet again outsmarted his wife, and absolved himself of ever having to do that task again.

But then, that would violate the guidelines above. And we can’t have that now can we?

http://www.cc-chapman.com/ C.C. Chapman

Now THAT would be a winning campaign. A little wink and a nod to all the guys of the world.

Seriously, I love that idea.

I Much Prefer Newman’s Own

C.C., I watched the video in question, expecting something along the lines of an old Robitussin TV ad I recall from a few years back, in which the dumb dad shows off to sick-in-bed mom the great job he did ironing the shirt he’s wearing [sarcastic tone] all by himself! – only for dumb dad to turn around to show a huge iron burn on the back.

I tried to find that on YouTube and instead found this deeply offensive sexist Verizon ad; far worse than the ad I had recollected: http://www.youtube.com/watch?v=ZpgeACOMS9o

It is noted that this awful ad was pulled off the air. In a word, good. Condescending to a deep degree. Hey dumb dad, says condescending mom, leave our smart daughter alone. Let her work in peace with her online research that you’re too stupid to comprehend; make yourself useful and go wash the dog. No doubt the daughter, following mom’s lead and being very disrespectful to her father, is either adopted or more likely the progeny of the cable guy – a ha! yes, an offensive sexist comment, on par I’d say with this fail of an ad.

That said…the Ragu ad is nowhere near that level of offensiveness towards men. In fact I didn’t find it offensive at all. Banal? Absolutely! But not offensive.

I propose the above-noted truly offensive Verizon ad provides a point of comparison: If that ad on the Dad Offensiveness scale of 1-10 is a 10, then the Ragu piece is, what, a 2?

I’m all for calling out advertisers for idiocy a la Verizon, but…Mama Mia! I think Ragu is getting a bum rap here.

PS-If they were on their social media game, they’d have responded quickly…but that’s a quibble.

http://www.cc-chapman.com/ C.C. Chapman

I remember that ad. Guess I know why I never saw it more than I did. Interesting that they banned it. Yeah that is a horrible one.

http://www.purplestripe.com/ LynetteRadio

Could. Not. Resist.

https://plus.google.com/106600962597764825745/posts/VrU46bNXtRv

http://www.cc-chapman.com/ C.C. Chapman

Sounds like a great show *grin*

http://www.kherize5.com Suzanne Vara

CC

I read a lot of the comments and then watched the vid. I am not offended and really do not see where men would be but hell, I am embarrassed for them. This is creative? This is what an agency scripted out in a story board? Oy vey! As a marketer, I am offended that this would be put into the marketplace thinking that this was something of value, would be something that would entice anyone to buy their product. It was a chat room of women bitching or attempting to have some sort of conversation that their man sucks in the kitchen and they are superior.

This low level attempt at creative is telling us nothing about the product and recipes that the product offers. I, as a woman, should trust and believe that Ragu has some great recipes from mom bloggers who are telling me through saying their husbands cannot cook? Sure it got us talking but no one said they were going to buy the product b/c they have recipes.

As for their twitter, yet another brand that has no idea that social media is marketing. Now, I am not the poster child for social media as my twitter stream is quite decorated during sporting events (ahem) but as a member of the social media community I take responsibility for my brand. I do get pissed when I see this crap out there as we as a community should and do expect more from brands. Most brands would not trust an intern and recent grad with their creative but do so with their SM. How has that become acceptable? It is not acceptable to me and having been intricately involved in the creative process of shooting commercials, this is not acceptable either.

Meh, I can go on forever about the lack of responsibility on behalf of the Ragu marketing team and agency but that is just echoing the masses here.

PS I am a mom and I am certainly no genius in the kitchen and await the day for a man to come in and take over the duties.

http://www.cc-chapman.com/ C.C. Chapman

Thanks for chiming in. I was mad about them feeding stereotypes, but as you’ll see if you read the post I followed this up with this morning you’ll see I focused on the lazy marketing which when I slept on it really upset me even more.

Anonymous

It seems to me that the recent JCPenney ad is WAY more insulting to men than this Ragu commercial. Have you seen it yet?

http://www.youtube.com/watch?v=lE7y8cUyuS8
Speaking to the generic man, I’d ask…Do you feel like you need to see a sexy girl so you can be convinced to buy a polo shirt? Are you no more than an animal who will follow the bikini and do what you are told?

http://www.cc-chapman.com/ C.C. Chapman

I actually laughed at that ad the first time I saw it. Playing off the 80′s movie famous scene I thought was funny since they knew that the men they wanted to reach had seen that movie when we were younger.

Now granted I didn’t GET the commercial and thought it was more confusing than anything else, but it certainly didn’t insult me as a man.

They were trying to play that age old game of you have to do this one thing you don’t want to do (be pitched on clothes) so we’ll give you something you do like (the woman) as a reward. I’m still not sure it worked, but most ads don’t these days.

Anonymous

It definitely didn’t work. I can’t even remember what they were selling, other then “men’s clothing”?
http://www.cc-chapman.com/ C.C. Chapman

Yeah I remembered the ad when you showed it to me, but if you had described it and asked me who the ad was for I would not have been able to tell you.
This is true for most brands these days.

Ragu Hates Dads

Get Updates

Search the Archives

Content Rules

Speaking & Consulting

My Flickr Stream