The brand posted a list called "Six mistakes new dads make," furthering the stereotype of dads as doofuses. As fathers take a more hands-on role in raising children, the Clorox list condescended to new -- read: clueless -- dads.
"Saying 'No-no' is not just for baby. Like dogs or other house pets, new dads are filled with good intentions but lacking the judgment and fine motor skills to execute well," the list says.
Not only that, but new dads are unable to dress their children without supervision.
The list shows a father taking his child for a walk in "a cold, brisk, rain-soaked stroller" and only wondering "why is this baby crying so much?" after ten minutes. At that point, he notices his child is wearing "a short-sleeved summer onesie."
According to Clorox, the new dad is as helpless as the baby. He puts on the child's clothes backwards and doesn't understand why they don't fit. He does not notice food on the child's face. He lets the baby eat off the floor. He uses the TV as babysitter.
The ad's comic intentions backfired and some dads were offended. Enough of the parents let Clorox know just how offended they were to get the company to take down the post.