“Ask Your Father!” We did. And Here’s What He Thinks of Your Father’s Day Ad

 

Consumers may not be quite as spendy for Father’s Day as they are for Mother’s Day, but with projections of more than $15 billion to be spent on dear old dad, brands are also spending big bucks to get their message in front of consumers on TV. Much like with Mother’s Day, this advertising spans the clichés of fatherhood, pushing ties and power tools, but some seek to make a deeper, more heartfelt connection with audiences. So, which approach resonates? We asked a panel of dads from across the country, of varying ages and ethnicities to find out.

 

Craftsman Tools - Forefathers of Father's Day

Connecting with humor can be challenging, but sometimes it’s refreshing when a brand doesn’t take itself too seriously – and showing relatable dads helps too. 

“Honestly, the best part of this ad was using the tape measure as an air guitar. The whole thing is pretty terrible, but not quite terrible enough to be good, which is what I think they were going for.”
Father of 2 in Portland, ME


“This was the first ad in the series that actually made me laugh.”
Father of 1 in Jacksonville, FL
 

“I liked the diversity of the cast.”
Father of 1 in Los Angeles, CA

 

“The ad blends in with every other male-focus ad that features dopey dudes.”
Father of 2 in Detroit, MI

 

Dove Men+Care - Celebrate Men Who Are There to Care

This approach to Father’s Day is to celebrate those who are father-adjacent which was mostly relatable and applauded by our panel of dads.

“Loved it... I've been a fan of Dove's "honest" marketing lately.”
Father of 2 in Detroit, MI

 

“Well done...invites me in and makes me wonder about the stories in each man shown...emotions stirred.”
Father of 2 in Seattle, WA

 

“Dove does some incredible positive advertising, but this one misses the mark to me. Back off my day, Dove. I don't get a lot of days. Let me have this one.”
Father of 1 in Jacksonville, FL

 

“I like it, I think it feels sincere. As a dad, I think it strikes the right tone of reminding me that I should take the thanks I get on Father’s Day and spread some of it around. Dove gets to keep me as a customer.”
Father of 2, Portland, ME

 

Gillette - Go Ask Dad

A far cry from what you’d expect from a men’s grooming company, this commercial pushes into Dove’s real-insights-about-real-people territory with a non-category message about father-son connections. Unfortunately, it lacks the authenticity needed to pull it off. 

“I feel like my relationship with my child wouldn't be better by pretending I was AI [artificial intelligence].” 
Father of 1 in Los Angeles, CA

 

“I don't experience this with my toddler, but as a son it made me feel good because I call my dad all the time for advice that I probably could have gotten from the internet.”
Father of 1 in Jacksonville, FL

 

“I liked it. It reminds me of how lucky I am to have a good relationship with my dad and my son.”
Father of 2 in Detroit, MI


“Not digging it...technology as trickery. When the kid asks, "how do I shave?"...that pulled the plug on authenticity and made it a sales pitch.”
Father of 2 in Seattle, WA

 

Interflora - Give Love a Helping Hand

When a brand steps away from a straightforward sales pitch to poignant storytelling it can be a little polarizing, even when done in a beautiful and cinematic style.

“Kind of a reach...trying to tell an emotional story that isn't very realistic. I don't know what they were trying to sell or who they are.”
Father of 2 in Detroit, MI

 

“At first, I thought it was a laundry detergent ad, then thought it might be a divorce or drug help ad, then realized it was a dating app? No likey.”
Father of 1 in San Francisco, CA

 

“I know nothing about the brand and still don't after watching this.”
Father of 1 in Los Angeles, CA

 

“Cute ad. I like how the shift in perspective turned what could have been a really predictable laundry ad into a romantic story ending with flowers. It makes me want buy flowers.”
Father of 2 in Portland, ME

 

Cineplex - Share reel love for Father's Day

Tugging at dad’s heartstrings can be challenging, but Cineplex has found where their product genuinely touches the dad-audience, and hits them deep.

“The best part in a dad's life is sharing it with his children, the absolute best. I LOVE this ad.”
Father of 4 in Palatka, FL

 

“As a dad, I thought it cute and I'm excited to share those similar experiences with my daughter. Great piece of advertising in my opinion.”
Father of 1, San Francisco

 

“This is the first of the Father's Day films that actually resonated with me as the father of a girl toddler. A number of ads I've seen are geared toward the father/son bond, particularly older father/sons, which really ignores a large part of the potential target audience.”
Father of 1, Jacksonville

 

“I liked the concept of the ad, but it kinda missed a bit....maybe it's the awkwardness of watching classic movies in an empty theater.”
Father of 2, Detroit

 

 

Oberto Beef Jerky- Father's Day with Gronk

When a brand knows itself, their audience will too. Dads dig authenticity – and, apparently, ties made out of beef jerky.

“Definitely makes you think of beef jerky. Anyone who is a fan will like it and I'm a fan.”
Father of 2 in Las Vegas, NV

 

“Annoying.”
Father of 2 in Seattle, WA

 

“This commercial is awesome in every way.”
Father of 1 in San Francisco, CA

 

“Seriously, is that a real thing, cause I want one. Total son's gift to dad, thoughtful yet practical.”
Father of 4 in Palatka, FL

 
 
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