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
-
‘The worst of both worlds’: Confessions of an agency HR exec on the push and pull of returning to the office
In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from an agency HR exec on the current Catch-22 situation many employers find themselves in.
-
Snapchat’s limitations are finally catching up — and marketers are noticing
If Snapchat really wants to push past the competition to be a leader in the ad space, it still faces an uphill battle to get its ads business back on track.
-
‘Taps into nostalgia’: Why Elysian Brewing is leveraging NBCUniversal’s Chucky to tout new beer
In celebration of all things Halloween, this beer is a limited release that celebrates the holiday and the horror genre just in time for season two of Chucky to premiere on Oct. 2.
-
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
-
Ex-Deloitte and Merkle execs form a new consultancy targeting middle-market companies
UpperRight has set its sights solidly on middle-market clients, and is guided by co-founders who both have decades of consulting and agency chops between them.
-
Inside Penguin Random House’s play to reach avid readers on TikTok’s BookTok
Curated recommendations inside of bookstores have helped guide readers toward new titles. Now the publisher is aiming to do so with TikTok.
