Texas Liberal

All People Matter

At Saatchi & Saatchi, They Say It Is Only Women Who Change Diapers

The New York Times ran an article recently about 1960’s graphic styles appearing in advertisements. Here is the story.

Here is an excerpt from the story—

“Our Luvs mom is all about making her own decisions,” Nicole Lobkowicz, vice president at the Luvs agency, Saatchi & Saatchi in New York, part of the Publicis Groupe, said in an e-mail message. “The ’60s era embodies the culture of thinking for yourself and taking a stand.”

Saatchi & Saatchi is a huge global concern.

Beyond the idea that the changes of the 1960’s  were about having women stay home to change diapers, I’ve got to wonder if Ms. Lobkowicz thinks that any “Luvs dads” are changing diapers. Is it just Luvs moms?

(Illustration above–An advertisement for Luvs using a 1960’s looking van. The kids in the van are multi-ethnic, but it seems that mom is still doing all the driving.)

I have no idea about her personal life, but I’d not be surprised if Ms. Lobkowicz has a husband willing to help take care of any children at home. Maybe there is even a domestic employee in the home in some capacity. That’s how it is in our society. People who already have some measure of privilege get help and Luvs moms are thrown to the wolves.  

Ms. Lobkowicz could have easily said “Luvs parents” or “Luvs moms and dads.”

There is nothing wrong with changing a diaper. Changing diapers is a task that must be done. What’s annoying is a well-educated and successful woman in 2009 using the 1960’s to shill for a domestic standard straight out of the 1950’s.

In fact, as seen by the painting below, men were helping change diapers at least as far back as 1631. Look at that woman behind the guy yelling at him to do a better job. I wish I could hang this horrible painting on the wall of Ms. Lobkowicz’s office. (The painting below was completed by Adriaen Brouwer in 1631. Brouwer painted many pictures of peasant life in Holland.)

File:Unangenehme Vaterpflichten.JPG

Here is some history of the Saatchi & Saatchi advertising firm. It’s from Wikipedia so take it with a grain of salt.

Here is the Saatchi web home. Here is a story from Saatchi about the new Head of Planning for China. He’ll be located in Beijing. You think they are working on a new campaign for democracy in China at the Beijing office?

I guess if you can do business with the butchers of Tiananmen, it can’t be so hard to have your people say that the 1960’s were about women changing diapers.

June 18, 2009 - Posted by | Uncategorized | , , , , , , , ,


  1. i haved changed many a diaper thats for sure. at first i thought this painting was a preist in a church. glad i read the blog

    Comment by bill brady | June 19, 2009

  2. It is a terrible painting to look at.

    Comment by Neil Aquino | June 19, 2009

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