Check out this gorgeous insurance advertisement from yesteryear (Hat tip: Jenny Bow at AMP)
Don't you love the slightly sinister "how would your children fare if everything was left to father?" This is highly segmented advertising - designed to activate the buying concerns of "mother."
Of course, as most parents will know, although there is a lot of sharing in parenting many families still have a primary income earner, and although that is often the man in a couple it can be either parent. Come to think of it, that parent can be of either sex. The contemporary update of this concept is called "The alternative diary" which takes the primary income earner through how their day would change in the event that they had to be a primary caregiver instead.