The Dads Of Our Lives
You may have noticed a trend in retail copywriting leading up to Mother’s Day. Nobody wants to say “buy this for your mom” because your mom may no longer be with us, or may not be on speaking terms with you. They want you to buy their crap regardless, of course, and have coalesced around the phrase “buy this for a mom in your life” as a canny way of sidestepping the problem.
That trick doesn’t work for Father’s Day.
We could tell you to buy these Quirky extension cords for a dad in your life, or to keep one for yourself and give the other to a dad in your life. But it sounds weird, right?
Part of that lies in the inherently problematic pairing of “dad” with “in your life” since father’s have reputation for absence. Fathers, at times, don’t bother. So suggesting you reward the old man for being “in your life” with some handsome extension cords may feel to some like a cruel jest (link has NSFW language and NSFW levels of erotic mid-90s Matt Damon hair).
The other bit of weirdness comes from the idea that you would buy a Father’s Day present for someone other than your own dad. Sure, buying a nice pair of earrings for a new mom “in your life” for Mother’s Day is a nice gesture. But try handing these extension cords to a buddy with young kids.
“Hey, uhh, happy Father’s Day.”
“What?”
“Yeah, dude, I got these for you cuz, y’know your kids are too young to get you something.”
“Thanks?”
“You’re right, that was stupid. I’m stupid.”
“Hey, hey, no. It’s not your fault”
