TODAY | December 06, 2012
>>> "today's" consumer targeting the m mansumer. companies are responding with new ads reflecting the trend.
>> it used to be a woman's world.
>> notice how clean my sink is lately?
>> oh, yeah. looks great.
>> cleaning -- and making the house a home.
>> klear, the floor wax that dries clear as glass.
>> while the men stuck to taking out the trash. but that's not the case anymore. according to data from the bureau of labor statistics and the university of maryland , men today do roughly 50% more housework than they did in 1965 . what a man
>> and madison avenue is taking note.
>> we asked real dads to put them to the test.
>> more and more popular household brands are now targeting mr. mom in their ads. whether it's a man caring for the kids --
>> press the button, do this, bingo.
>> -- or scrubbing the floors, ads are recognizing a change in the division of labor at home. so are we witnessing a revolution or just savvy marketing? donny deutch is the chairman of deutch incorporated. good morning.
>> good morning.
>> are we seeing a real trend?
>> i think you're seeing an idealized version of a trend. you look at the drew brees commercial. he's obviously not a stay at home dad , he's a football player, we know that. they're not as much marketing to men, they're marketing to women an idealized version of men. the trend is moving in the direction, more men are doing more chores around the home, more of a modern family. but they're still targeting women in the ads.
>> in other words, they're trying to appeal to women by having a new more modern view of what the home is like?
>> yes, so you see the dad with the cheerios, the dad is still not the main purchaser of cheeri cheerios. in my home, i'm still not the one shopping for it. i knew -- i know you were going to say something about it. but i think it's a more charming image. so even when you see the men cleaning, it's not necessarily they're doing the majority of cleaning, it's basically 2/3 of the women doing it. off camera, al roker said to me, yeah, finally, it's not the idiot dad in commercials. we're so used to seeing, dad can't do anything. now we're seeing a competent version of men. and that's a good thing.
>> and i don't want to overstate it. but sometimes advertising is one of the things that influences culture, influences what happened. is this one of the things --
>> i think it holds up a mirror to who we are. so it's really showing once again what we want the home to look like now. everybody pitching in whatnot. but i still don't think it's a depiction of what's really happening versus much of what women idealize their men to be like. i think that's what we do, hold up a mirror to the best of what we can be. it's interesting, looking at those old commercials.
>> love them.
>> there's something magical although we're in those horrible roles -- i don't know if there's something -- i'm going to get in trouble.
>> we're out of time. you wish you lived in that