Gillette’s “Here’s to Dad” commercial got my attention this fathers day weekend.
As a proud father to a 7 year old boy and a 12 year old girl, the ad moved me. It inspired me. I totally got it.
It’s a brilliant follow-up to the tear-jerking P&G ad honoring mums. It’s also another fantastic example of adjacent storytelling.
Most consumers (especially dads) can completely relate to it. The ad is “a tribute to dads who have coached us, supported us and shared their wisdom with us through the years”. How can you not agree?
Here are more reasons why I classify this campaign as a success:
- It’s timely (Fathers Day and Olympics).
- It’s hosted on a slick and beautifully branded YouTube channel.
- It uses the emotional trigger in viral advertising (received over 550,000 views on YouTube in just a few days!).
- They own the “Dad” conversation by inviting viewers to visit the Gillette Facebook page to share the best advice received from dad.
- They’re also promoting a fairly active #HerestoDad HashTag also continuing the conversation on Twitter.
The story-styled ad (brought to us by the talented folks at BBDO NY), features 3 of the 25 athletes sponsored by Gillette for the Olympics; Ryan Lochte, Tyson Gay and Roger Federer
Enjoy, and a very happy belated fathers day!
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