This Chevy Malibu commercial targets the new generation of the “involved dad” or “family men.” The men who “don’t jump at the sound of the opening bell, because they’re trying to make the school bell.” The men who are “more into being a partner than making partner.” Or, “the richest guys on earth.” The slogan, “for the richest guys on earth,” and the commercial itself send a positive message to its viewers. The commercial contrasts the stereotypical “sexy” car commercial and takes a more wholesome approach. The advertisement tells men that a complete family life, i.e. involvement in childcare and perhaps even the household, makes a man “truly rich.”
Lisa Belkin’s article “When Mom and Dad Share It All” cites many examples of couples who practice equal parenting. The couples, Belkin writes, “understood that this would mean recalibrating their career ambitions, and probably their income, but what they gained, they believed, would be more valuable than what they lost.” The Malibu commercial challenges men to do just that—to set aside their career ambitions and focus on something that will make them “the richest guys on earth.”
Belkin, Lisa. “When Mom and Dad Share It All.” New York Times Magazine. The New York Times, 15 June 2008. Web.