Step into the world of Father’s Day, where dads reign supreme, and brands scramble to harness their paternal powers for marketing magic.
Fathers become charismatic celebrities, featured in quirky commercials that showcase their unmatched dad skills, from grilling the perfect burger to expertly assembling complicated gadgets with one hand tied behind their backs. Suddenly, the humble toolset becomes a superhero utility belt, and the cozy recliner is transformed into a throne of wisdom.
So buckle up for a rollercoaster ride of advertising adventures as we take you through five campaigns on Father’s Day that changed our outlook. Oh, and they have the power to change yours too!
1. Dove Men + Care – #ManEnoughToCare
The #ManEnoughToCare campaign by Dove is the place where masculinity was redefined, stereotypes were shattered, and compassion took center stage.
Most of us find that our fathers’ affection manifests itself in ways that are unconventional to the norms of strong, quiet masculinity. Our dads have always had our backs. And it’s about time that we recognize and value this effort.
Video link: https://youtu.be/qfe4sSYNoYs
The campaign’s primary goal is to elevate the more sensitive, emotional, and compassionate sides of masculinity. In their ad video, the company artfully depicts a lyrical contrast between the attributes that society expects men to possess and the loving, supportive, and amusing depiction of modern fathers.
Subtly rejecting harmful gender stereotypes, the movie uses common phrases like “lifting” and “getting one’s hands dirty” to represent a father’s strong arms supporting his kid in a swimming pool or engaging in a creative activity together, such as painting. Thus acknowledging and respecting the role a father plays in their child’s life via real-life fathers.
2. ShareChat – Kiski Hogi Jeet, AI ya Father?
AI continues to be the talk of the town. And ShareChat’s film “Kiski Hogi Jeet, AI ya Father?” leveraged the buzz and pitted AI against fathers.
The film highlights the idea that the wisdom passed down from dads is timeless. They can handle any issue that arises in an unprecedented manner. Whether it’s by offering sound counsel, providing comfort, or just listening, dads are irreplaceable in times of crisis. Your dad has always been more reliable than any AI system and is always right when we need him to be. Thus, the victory will always be of Fathers!
Film link: https://youtu.be/8Oi2UJsCHrA
3. Tata Tigor – The Special First Drive
When it comes to love, support, and inspiration, our fathers hold our tiny little hands and walk us through life. And Tata’s commercial, “The Special First Drive,” does a wonderful job of capturing this spirit of parenthood while showcasing the virtues of the Tata Tigor Sedan.
Link: https://youtu.be/lyQXkdAivpw
The video highlights the emotional first trip home with a newborn child and their father. A father’s aspirations for their child’s life become vividly represented in the first car he gives them. It instills the underlying values of safety and security that are so important to a father.
4. Ferns N Petals – Every Dad…Super Dad
Not all dads are created equal. But all of them are super dads. Ferns and Petals, India’s largest gifting brand, celebrated Father’s Day with its digital campaign “Every Dad…Super Dad” by unveiling a collection of 1000+ gift items.
The campaign celebrates the different personalities and interests of dads. From a foodie dad who loves new delicacies to a workaholic dad and a stylishly sophisticated dad, the collection has something for every dad.
“At FNP, we believe that every dad is a superhero, and this collection is designed to help customers express their love and admiration for their fathers in a special way. Our team has put in tremendous effort to curate a diverse range of gifts that cater to different personalities and interests. We are confident that our customers will find the perfect gift to celebrate their super dads,” shared Anand Shankar, AVP Category FNP.
5. Psycho Bunny – “Dad Up”
Men’s mental health is a pressing issue that deserves attention. Societal expectations often discourage men from seeking help, leading to higher rates of untreated mental health conditions.
Considering this, the apparel company Psycho Bunny celebrated Father’s Day with its “Dad Up” campaign.
The idea behind their campaign was a relatively simple notion: The better a man’s mental health, the better father he will be. The goal was to challenge the traditional stereotypes and enhance the way “you dad”
But mind you, these were not like any other clothing tags. The “Dad Up” tags also included support and resources for dads to help them prioritize their mental health.
“To make sure we offer the right care, we have partnered with those who know mental health best. We are proud to partner with Head Up Guys to promote mental health awareness and self-care strategies for men. By including mental health resources and information on our clothing, we hope to help our customers prioritize their well-being and encourage them to seek help if needed,” shared Matthew Morein, VP of Brand and Marketing.
The campaign also featured popular celebrities like Sean Lowe, Jack Freestone, and Nate Robinson, who opened up about what it’s like to be a dad and their own mental health challenges.
Saying Our Goodbyes!
As the curtain falls on this uproarious Father’s Day extravaganza, StartInc bids farewell to the quirky and imaginative ways in which brands harnessed the spirit of fatherhood.
From heartwarming commercials that tugged at our heartstrings to outrageously funny social media campaigns, they reminded us that behind every dad joke and gruff exterior, there lies a well of love and unbreakable bonds.
Like mischievous co-conspirators, these brands tapped into the universal language of fatherhood, creating a tapestry of laughter, nostalgia, and appreciation. While, of course, showing us how branding works!
If you are a startup that wants to accelerate growth in its business, look no further! The team at StartInc will not just point you in the right direction but also walk the mile with you with its target-drive approach. What’s best? We grow when you grow. So why wait? Let’s connect!
