Officeworks draws on ‘tired stereotypes’: Mums celebrate school supplies while dads play cricket
Officeworks is targeting mothers and fathers separately in two editions of its back to school ads created by AJF Partnership, running on TV, radio, digital and social media.
The first spot features a group of women celebrating having completed new school year shopping, while three young girls squeal over a range of pink, glittery lunch boxes and stationery. The second ad shows a pair of dads playing backyard cricket with their sons, with each age group reflecting on the other’s excitement for the return to school.
In response to Mumbrella’s question about the motivations of separating the spots by gender and the suggestion of stereotypes, an Officeworks statement said: “The purpose of our campaign is to capture the joy of back to school – especially after the disruptive year to education in 2020 – and the role that a mother, father or carer can all play or experience in different ways with their children.”
