Similar to parents, the advertising and marketing industries must be flexible to reflect the rapidly evolving world around us. President and CCO at Havas Chicago, Myra Nussbaum, has spent her career making work that moves at the speed of culture. From helping colorblind people see color for the first time, to the biggest product launch in KFC history, Myra’s work moves hearts as well as business. As a culture-obsessed child of MTV and Apple, Myra’s creative vision is in step with the zeitgeist of time.
We had the opportunity to sit down and chat with her about the portrayal of modern parenthood in advertising.
How has the depiction of parenthood in advertising evolved?
The realities of parenthood are being depicted in a much more realistic way these days. From heroic P&G moms to postpartum Frida moms to Kraft moms who swear, we’re seeing motherhood in new lights showing that it’s as gratifying as it is terrifying sometimes. I do think we have a longer way to go toward giving modern dads credit for how much they do. There are a few ads where Dad is the parenting hero, but they’re still taking a back seat to Mom and are oftentimes shown doing very expected things like intimidating the boyfriend, packing the diaper bag wrong or helping with math homework. It’s time for dads to be portrayed in authentic new ways (outside the Father’s Day moment). The number of men choosing to raise the kids while Mom goes to work is on the rise, and that means dads are going to be making more of the purchasing decision, so they better see themselves represented in commercials.
How are agencies and brands adapting ad comms to inclusivity around parenting?
At Havas we have extended equal parental leave to moms and dads, which is a move in the right direction to both genders accepting equal responsibility raising their newborn. It also offers an equitable amount of time to adapt to a new work–life routine. We are also very understanding as an agency of all caretaking needs. Whether it’s for a pet, baby, sibling or parent, we create an environment of flexibility so everyone can care for their loved ones.
In what ways does your role as a parent inform your work?
Being a parent makes me really good at putting myself in a mom’s shoes, whether she’s at the shelf or planning a vacation. I can’t help but see most ideas through a mother’s eyes and can help teams speak to them more authentically. You really can’t understand being a mom until it happens to you, and thank goodness because I’m not sure many people would have the courage to do it! Motherhood is by far the hardest project I’ve ever worked on; it will last my lifetime and it is certainly the most fulfilling. Also, it’s fun to use my three kids in pitch videos and as focus groups.
What are some areas regarding parenthood that you feel could use more visibility in advertising?
I would love to see more realistic portrayals of parenting. More messy kitchens and living rooms. More families with nannies or live-in relatives who are helping. More multigenerational homes in cities and rural areas. Why does it always feel like we’re in a suburban cul-de-sac? More moms and dads having tender moments with their children and also struggling to connect with them. Just more realness overall would be welcome.
Legal guardians can play a significant role in the lives of children who are no longer with their birth parents. How can brands balance the importance placed on these other parental figures in their messaging?
The John Lewis “The Beginner” spot told the story of a couple adopting a teenager that made me cry buckets. It’s not always easy to show that a child isn’t with their birth parent in an ad, but wherever that’s possible, it should happen. My son has two wonderful step-parents, and I know they’d love to see more ads around that topic. It takes a village to raise children, and that village should be celebrated.