The theme of home and family in brand communication is often conveyed in a heartwarming tone. A common portrayal features a “complete” family unit—typically consisting of a father, mother, and child—engaging in shared activities. In these narratives, the mother is frequently depicted handling domestic tasks, often assisted by the child, while the father is shown returning home from work, reinforcing traditional family roles.
This portrayal of a “complete” family has become a standard formula in advertising, particularly in Southeast Asia, where collectivist values remain deeply rooted. The integrity of the family unit is widely regarded as the foundation of happiness, with each member fulfilling a distinct role: the father as the breadwinner, the mother as the caregiver managing household responsibilities, and the child as the source of joy. This idealised representation suggests that any challenge can be overcome with a complete family.
But what happens when an advertisement steps away from this conventional narrative and depicts an “incomplete” family?
In this article, we explore how brand communications in Southeast Asia over the past five years have portrayed the experiences of single parents. Through our analysis, we have identified four major themes that emerge in these portrayals:
- Highlighting the Emptiness
- Overcoming Social Pressures and Empowerment
- Redefining Family and Togetherness
- Embracing Dual Roles
Highlighting the Emptiness
In Southeast Asia, traditional beliefs hold that women are naturally the nurturers of the household, playing a central role in raising children. As a result, when the mother’s presence is absent, a deep sense of emptiness lingers in a child’s life. Some advertisements have explored this theme, emphasizing the emotional weight of this absence by portraying children longing for their mother’s love and care.
For example, Petron Malaysia (watch here) shows the deep hurt of parental separation, capturing how a child desperately longs for her mother’s love and warmth, no matter how much her father tries to make up for it.
On the other hand, Lifebuoy Indonesia (watch here) presents a different angle. While the child has learned to move forward without their mother, the sense of loss remains deeply ingrained. The mother’s presence is “brought back” through memories—her words of wisdom serving as a guiding force, encouraging kindness and resilience.
This storytelling approach remains deeply tied to traditional values, where a “complete” family is seen as a key prerequisite for happiness. The loss of a parental figure—especially a mother—is often depicted as a source of sorrow, reinforcing the notion that her role is irreplaceable.
By tapping into sadness, these advertisements’ narratives evoke empathetic feeling, making them a compelling medium for a brand to connect with the audience.
Overcoming Social Pressures and Empowerment
In patriarchal societies, being a single parent—especially a single mother—is often seen as going outside the norm. Women in this position frequently face intense social pressure, judgment, and stigma. Some advertisements have bravely tackled this issue, portraying women as subjects of societal scrutiny while highlighting their resilience in the face of adversity.
For example, Julie’s Biscuits Malaysia (watch here) portrays a broken family where the father neglects his responsibilities, yet the mother is blamed for not sacrificing enough to keep the family together. Choosing to distance herself from her extended family, she remains unwavering in her commitment to raising her children.
Similarly, Pampers Philippines (watch here) highlights the struggles of single mothers, capturing the mother’s emotional journey as she overcomes self-doubt and embraces the full weight of motherhood.
Redefining Family and Togetherness
A family’s completeness is not solely defined by its structure but by the depth of its togetherness. In these portrayals, we see an emotional reframing of what it means to be a family—one that emphasizes the strength of the bond between parent and child, even when circumstances differ from traditional ideals.
Lactum Philippines (watch here) tells the story of a single mother who works as a nurse, tirelessly juggling her responsibilities to provide for her child. Though she cannot always be physically present—such as during school events—she finds ways to care for and nurture her child despite the constraints of her demanding job.
McDonald’s Philippines (watch here) shows a mom and her child enjoying a meal together in a fast-food restaurant surrounded by complete families. Playing with symbolic approach, the ad highlights that even though their family looks different from others, they can still have a happy and loving home.
Embracing Dual Roles
Rather than portraying single parenthood as an unfortunate deviation from the norm, these ads take an inspirational approach, aiming to redefine the perception of single-parent families. The evolving narrative shifts toward acceptance, illustrating that single parenting is no longer an anomaly but a common and respectable family dynamic.
For example, GOPAY Indonesia (watch here) takes a light hearted, comedic approach, depicting a father’s efforts to juggle dual roles. While the ad still associates nurturing and emotional caregiving with maternal figures, it humorously showcases the father’s determination to embrace these responsibilities with love and perseverance.
Whilst Thai Life Insurance (watch here), showing a father, amidst his economic hardship as a blue-collar worker, tirelessly makes an effort to be emotionally present for his child. His journey highlights the delicate balance between fulfilling emotional and economic responsibilities, showcasing a father who steps beyond societal expectations to embrace his dual role with love and dedication.
These narratives challenge traditional gender roles, positioning single parents not as exceptions but as everyday heroes. By embracing dual responsibilities, they redefine what it means to be a parent by breaking stereotypes and fostering a more inclusive depiction.
Key Takeaways: Moving Toward Inclusive Storytelling
As societal dynamics evolve, family values are being redefined, making space for more diverse and inclusive representations. A traditional portrayal of family may no longer resonate in today’s world, where single fathers and single mothers balance careers while remaining emotionally involved in their children’s lives.
To stay relevant, brands must align their storytelling with these shifting realities, moving beyond old norms and ensuring their narratives embrace equality rather than marginalise certain communities. By breaking away from conventional stereotypes, brands have the opportunity to normalise diverse family structures and promote a world where parenting is defined by love, effort, and commitment—regardless of gender.
