Dadvertising Fathers Day
With Dads redefining the traditional stereotypes of the past, there is a necessity for advertisers and marketers to re-think old strategies and to portray the modern male. As dads become equal partners in family life; shopping, cooking, and raising children – they also desire the same close relationship with brands that women have.
More often than not, this means emotive scenarios to encourage and engage the audience to feel something. A poor example of this and when taken too far is the Mcdonald's advert, showing a young boy finding common ground with his dead father over a Filet-O-Fish. McDonald’s wanted to show being in their customers’ everyday lives – both in good and difficult times. Indeed it did make their audience feel something but that feeling was anger. Although with good intentions, when done right the consumer buys into the brand because of their offer and beliefs that are sensitive, self aware and make them happy.
Here are our top 3 Father's day campaigns ticking all the emotive boxes:
1. M&S Father's Day Advert 2017 - For dads that do
M&S have been on a roll, continuously pulling heart strings with emotive settings and language. There Father's Day advert is no different playing on the stereotypical male antics and contrasting it with sweet moments spent with their children.
2. Tesco Father's Day Tannoy Takeover
Tesco's campaign encourages you to tell your Dad why you care with a Tannoy Takeover. You book an in-store slot with your message and show your dad some love over the tannoy. The campaign tackles the British awkwardness of PDA head on and makes you watch. It could be corny but it all seems so genuine. Pass the tissues...
3. Gillette - This Father's Day, Go Ask Dad
The Gillette campaign aims to tighten the father and son bond using the statistic 94% of teenagers ask the Internet for advice before their dads. It challenges the power of dads as they are pitted Dads vs. the internet. They have even used the sly appraoch of paying search ads of “how to” questions such as how to tie a tie, ask a girl on a date, or shave to redirect to the video. The outcome? Dad knows best.