# Deceptive Father's Day Campaigns Gillette's 'Go Ask Dad' Ad Celebrates the Father-Son Relationship By Katherine Pendrill | Published 2017-05-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/go-ask-dad References: [fastcompany](https://www.fastcompany.com/40423596/most-men-ask-their-phone-for-advice-before-dad-so-gillette-made-an-app-for-that) & [youtube](https://www.youtube.com/watch?v=0g2mZdqqy6g&feature=youtu.be) With Father's Day only a few weeks away, [Gillette](https://www.trendhunter.com/trends/gradey-dick) is asking kids to stop turning to their phones for their most pressing queries, and go ask dad instead. To highlight this technological barrier between fathers and their sons, Gillette created a clever ad titled 'Go Ask Dad.' The ad begins by stating that 84 percent of guys turn to their phone to answer their questions, while only 13 percent ask their dads. Each of the young men interviewed in the ad is then given a chance to test a [personal assistant-like app](https://www.trendhunter.com/trends/dadapp) that will answer their questions. In the end, the voice of the app is revealed to be the father of each young man. The ad cleverly celebrates Father's Day by showing young men that the advice they can get from their dad is far more valuable than anything that they will find on their phones. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 32% | Activity: 73% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### What Makes This Trend Stand Out - **Decreasing Father-son Communication:** Opportunity for technology companies to develop innovative solutions that facilitate communication and bonding between fathers and sons. - **Importance of Parental Advice:** Opportunity for brands to create campaigns that emphasize the value of parents' wisdom and guidance in contrast to relying solely on technology. - **Shifting Father-son Dynamics:** Opportunity for psychologists and relationship experts to explore and understand the evolving dynamics between fathers and sons in the digital age. ### Sectors Adopting This - **Technology:** Exploring new apps, tools, and technologies that promote meaningful father-son interactions. - **Branding and Marketing:** Creating campaigns and initiatives that highlight the importance of parental advice and emotional connections. - **Psychology and Relationships:** Conducting research and offering counseling services to address the changing dynamics in father-son relationships in the digital era. ## Related on Trend Hunter - [Fathers Day Short Films](https://www.trendhunter.com/trends/care-makes-a-dad.md) - [Pizza-Branded Dad Promotions](https://www.trendhunter.com/trends/za-for-pa-fathers-day-gift-shop.md) - [Redesigned Father's Day Cards](https://www.trendhunter.com/trends/fathers-day-redesign.md) - [Metaverse Father's Day Campaigns](https://www.trendhunter.com/trends/fathers-day-campaign.md) - [Solution-Oriented Holiday Ads](https://www.trendhunter.com/trends/solutionoriented-holiday-ad.md) - [Emotional Mothers Day Ads](https://www.trendhunter.com/trends/apples-mothers-day.md) - [Father's Day QSR Promotions](https://www.trendhunter.com/trends/burger-king-fathers-day.md) - [Cheeky Father's Day Promotions](https://www.trendhunter.com/trends/dad-jokes2.md) - [Humorous Mother's Day Campaigns](https://www.trendhunter.com/trends/gift-glow-up-shop.md)