Why more brands are finally ditching the perfect-family trope

The theme of home and family in brand communication is often conveyed with warmth, typically featuring a “complete” family unit—a father, mother, and child—sharing everyday moments. Mothers are often shown handling domestic tasks with a child’s help, while fathers return from work, reinforcing traditional family roles. In Southeast Asia, where collectivist values remain deeply rooted, this idealised depiction has long been the norm.

This portrayal suggests that a family’s "completeness" is essential for overcoming challenges and achieving happiness. The father is the breadwinner, the mother the caregiver, and the child the source of joy. But what happens when an advertisement steps away from this conventional narrative and portrays an "incomplete" family?

Over the past five years, brands in Southeast Asia have started addressing single parenthood with more nuance. Some ads highlight the absence of a parent, portraying the emotional weight it carries. Others tackle the stigma single parents face, showcasing their resilience in overcoming societal judgment. Some redefine family entirely, shifting the focus from structure to the strength of parental bonds. Increasingly, brands are also portraying single parents not as struggling exceptions, but as everyday individuals who balance caregiving and work with determination.

In some ads, the absence of a parent is central to the emotional pull. Petron Malaysia’s campaign captures a child’s longing for her absent mother, emphasising the pain of separation despite the father’s best efforts. Similarly, Lifebuoy Indonesia tells the story of a child who moves forward without their mother, keeping her memory alive through words of wisdom that guide them. These narratives tap into traditional values, reinforcing the idea that parental presence—especially a mother’s—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.

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 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 highlights the struggles of single mothers, capturing the mother’s emotional journey as she overcomes self-doubt and embraces the full weight of motherhood.

Some brands move beyond loss and stigma to redefine what family means. Lactum Philippines showcases a hardworking single mother juggling her career as a nurse while caring for her child, proving that a family’s strength comes from love, not structure. McDonald’s Philippines (below) takes a more symbolic approach, showing a mother and child enjoying a meal together despite being surrounded by traditional families—subtly reinforcing that their bond is just as meaningful.

Others embrace humour to portray single parents in a more relatable light. GoPay Indonesia’s ad (below) follows a single father hilariously navigating childcare duties, challenging gender norms by positioning him as both nurturer and provider. Thai Life Insurance offers a more poignant take, portraying a blue-collar father making sacrifices to provide for his child emotionally and financially, demonstrating that single parents are whole, not incomplete.

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 encompassing depiction.

These shifting portrayals mark a turning point in advertising.As societal dynamics evolve, family values are being redefined, making space for more inclusive representation. 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.

Rayhan Wildan Ramadhani is an associate researcher at Quantum.