The bumbling, incompetent dad may be the most famous of advertising clichés. But for one day a year, the industry collectively puts that caricature aside to embrace a different side of daddy. This year’s crop of Father’s Day ads goes straight to the heart, dispensing almost entirely with humor or even levity in favor of tear-jerking sentiment. Maybe have your dad’s phone number ready before diving in.
In previous years, Dockers has taken the ha-ha approach to Father’s Day ads. But this video, created in-house, shows the brands employees and friends coming together to recall memories and share the advice passed down from their fathers. The emotional spot is part of Dockers’ #AllAboutDad social campaign. The brand wants people to share something—anything—about their dads at Dockers.com for a chance to win a trip to San Francisco.
Grey New York’s Father’s Day ad for Gillette mixes in sentimentality while connecting the brand to its larger message. In "Go Ask Dad," fathers wonder why their sons would rather seek advice from the Internet than them. So Gillette has the kids Google questions like ‘how to tie a tie’ and ‘how to shave.’ Surprise, the fathers pop into the room and give way better advice, leading to a precious shared moment between father and son. The spot received a rare Ace Metrix score of 709.
Pass the tissues. Deutsch’s intention with its Father’s Day ad for Angel Soft is to choke up everyone in two countries, apparently. The film is about Melquiades Rayos, an immigrant widower from the Philippines who works three jobs to send enough money to his children back home. The family receives plane tickets to celebrate Father’s Day together in the Philippines, and tears ensue. The ad is part of the brand’s continuing "Be Soft. Be Strong" campaign.
This one is for all the athletes out there, especially the father and sons duos. From TBWA\Chiat\Day New York, TBWA\Worldwide and retailer Sport Chek comes a spot in which hockey legend Wayne Gretzky celebrates his father. Against a backdrop of real home videos, Gretzky is heard talking about the influence his dad has had on his remarkable life and accomplishments. This spot aired during Game 4 of the Stanley Cup Finals and runs online and on social.
In a sweet spot from Courtyard Hotels, an official sponsor of the NFL, kids of NFL players are asked what they love about their fathers. The 3:14 film features the sons and daughters of NFL players Drew Brees, Vince Wilfork, Antonio Brown and Ryan Kalil.
In this Father’s Day spot designed for Facebook, dads come in for ‘career day’ at school, but find the tables turned. After the dads present, their kids come up and read letters that praise their fathers. The 65-second Kleenex ad has received 7,800 impressions, 4,778 shares and 398 comments on Facebook so far.
American Family Insurance
This 2:30 film from BBDO New York and American Family Insurance tells the story of a father supporting his son’s dream. The spot is part of the brand’s "Insure carefully, dream fearlessly" campaign. With the hashtag #DadInsurance, the brand asks viewers to share the video with father figures.
From ad agency The Sound comes an uplifting spot of seven fathers filming their everyday "journeys of modern day fatherhood." The 3:24 film takes a poignant look at how dads put up with it all while taking on the role of father figure.