Empathetic Fatherhood

Brands demonstrate understanding of the complex emotions around fatherhood

Implications - Taking a more genuine stance on marketing to men, brands are winning back the trust and loyalty of male viewers by acknowledging their humanity, rather than enforcing the overplayed macho stereotype. Particularly when taking into account new fathers and all of the complexities this new stage in life entails, male-targeted marketing is starting to take on a much more personable approach, demonstrating empathy and understanding that resonates with the modern male demographic.
SCORE 6
Popularity
Activity
Freshness
Megatrends
Patterns
45,492 Total Clicks
Aug 16 - Feb 18
This Year and Mild
MarketingLifestyleLifeCommercials
Featured Examples
Dad Joke Ad Campaigns - These Humorous PSAs Highlight the Importance of a Father's Involvement
SCORE 7.6
This Year and Hot 611 Clicks Pub: Feb 8, 18
Dad Joke Ad Campaigns
These Humorous PSAs Highlight the Importance of a Father's Involvement
In the summer, a dad joke ad campaign was launched by HHS’ Administration for Children and Families (ACF), and the National Responsible Fatherhood Clearinghouse. The dad jokes are included in... [More]
Sentimental Razor Ads - This Gillette Ad Features an NFL Player and his Father
SCORE 6.2
This Year and Warm 157 Clicks Pub: Feb 9, 18
Sentimental Razor Ads
This Gillette Ad Features an NFL Player and his Father
This Gillette ad features the San Francisco 49ers’ football player Solomon Thomas, and his father Chris. The ad shows Thomas watching a video of his father, as his father talks about how... [More]
Deceptive Father's Day Campaigns - Gillette's 'Go Ask Dad' Ad Celebrates the Father-Son Relationship
SCORE 5
Warm 188 Clicks Pub: May 24, 17
Deceptive Father's Day Campaigns
Gillette's 'Go Ask Dad' Ad Celebrates the Father-Son Relationship
With Father’s Day only a few weeks away, Gillette is asking kids to stop turning to their phones for their most pressing queries, and go ask dad instead. To highlight this technological... [More]
Dad-Centered Boxer Brief Ads - Bonds Shows Men Humorously Reminiscing on Their Pre-Baby Bodies
SCORE 4.4
Average 429 Clicks Pub: Aug 22, 16
Dad-Centered Boxer Brief Ads
Bonds Shows Men Humorously Reminiscing on Their Pre-Baby Bodies
Bonds, an Australian underwear brand, created a commercial to advertise its boxer briefs with the help of Melbourne-based advertising agency Clemenger BBDO. It begins with sorrowful piano playing... [More]
Dad-Celebrating Grocer Ads - This Tesco Father’s Day Campaign is Appreciative and Sentimental
SCORE 4.6
This Year and Average 122 Clicks Pub: Feb 9, 18
Dad-Celebrating Grocer Ads
This Tesco Father’s Day Campaign is Appreciative and Sentimental
This Tesco Father’s Day campaign follows real people as they shop inside one of the retailer’s locations. The advert shines a spotlight on fathers and their kids and aims to show... [More]
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