3. Johnsonville "Bratfast in Bed"
Sausage company, Johnsonville, take a refreshingly obscure approach to Father’s Day this year with their "Bratfast in Bed" spot. Whilst breakfast in bed is a usual favourite, this Groundhog Day inspired video is both surreal and hilarious. The video features a father waking up multiple times to find his wife and son taking the shape of giant sausages. Close ups of an unnervingly giant plastic sausage serving mustard are partnered with distorted music, giving this video a quirky and creative flair you won’t find in most others.
2. Dockers® Presents #DadJam feat. Taye Diggs
It’s time to get down with our Dad selves, according to global men’s clothing brand, Dockers. Featuring American actor, Scott Leo "Taye" Diggs, rapping about everything from the early years to college saving plans, viewers are introduced to fatherhood through a series of ‘smooth daddies’. Dockers have gone high on production value, taking a playful approach to Father’s Day and demonstrating just how good fatherhood can look. It’s Taye Diggs that really makes this video a success with his mad Dad skills and dance moves. This campaign has picked up great traction on social media through their #DadJam hashtag, celebrating cool dads across the globe.
1. Calls For Dad #RealDadMoments - Dove Men+Care
Coming in at number one, cosmetics brand, Dove, top the chart with their campaign addressing the often overlooked Dad moments. The video includes sons and daughters calling out to their fathers ‘for all the times they’ve answered’. The age ranges from toddlers to teens, celebrating all that dads do for their children. As ever, Dove continue to be a trailbalizer when it comes to challenging parental stereotypes. With over 12.6 million views in just 10 days and a strong #RealDadMoments social campaign, Dove’s use of simple storytelling has made this campaign a viral success. Created off the back of research that found three quarters of dads say they are responsible for their child's emotional well-being, while only 20% of dads see this role reflected in media, Dove address the issue sensitively. In just 60 seconds, the audience is hooked through an amalgamation of positive imagery and laughter. This is a great example of simple, but meaningful storytelling in a short timeframe.