It’s Father’s Day, which has not escaped the notice of brands.
But instead of tired clichés with dads owning the barbecue or hiding in their “man cave,” this year’s common theme is surprises and sentimentalism.
Here’s how they’re doing that:
Zappos
The online retailer surprised a father of four (and “loyal Zappos customer”) with a day off. They actually sent him a giant box filled with employees to complete his to-do list that included washing the car, mowing the law and other mundane tasks. The act of kindness was caught on camera in a commercial called “Dad’s Day Off.”
Dove
The company’s men care line combed the Internet for home videos of guys being told they’re about to become fathers and stitched together a minute long ad. A spokesperson for Dove Men+Care told Mashable that the ad’s premise is “rooted in company research that showed the vast majority (82 percent) of men see fatherhood as an emotionally transformative experience,” which the ad aims to tap into.
Uber
Earlier this month, Uber released its first sappy television ad that shows a happy, utopian Uber-filled world. Well, for Father’s Day, it released a shorter version of it solely focusing on the father in it. Uber tweeted it out, but it didn’t take long before someone had complained.
Saving the best pickup for last. https://t.co/iE0LcyEZsm
— Uber (@Uber) June 20, 2015
Google
It wouldn’t be a proper holiday without a Google doodle. Adorned on its homepage across the world, the animation celebrates the “universality of familial love.” We’ll give them this one, it’s pretty cute.
Charmin
Everybody poops — even dads (especially dads?). That message comes through loud and clear in an amusing video that the toilet paper company tweeted out personifying common pooping euphemisms (such as, dropping kids off at the pool) in this cringe-worthy ad. It’s par for the course of them, but it’s not something we’d like to think of on dad’s special day.
To all the Dads doing your morning routine, we wish you a #HappyFathersDay https://t.co/p3NNXnM2Hg — Charmin (@Charmin) June 21, 2015
More in Marketing
Marketers may become part of the culture war — even if they didn’t intend to be
As consumers put brands’ advertising and marketing messages under a microscope, marketers have to be keenly aware of how anything they put out in the world could be interpreted — or misinterpreted.
How the writers of ‘DC Heroes United’ are building a transmedia bridge between gaming and TV
As gaming takes a central role in the rise of transmedia content, a team of writers is using DC Comics superheroes to demonstrate the benefits of direct interplay between a TV series and a video game.
Uncertainty over TikTok’s U.S. future splinters creators and agencies
With the possible removal of TikTok in the U.S. as early as January, creators and agencies fall on both sides of the issue: either believing it will happen or confident that the ban won’t go through in the end