IT'S TIME TO FLIP THE SCRIPT ON FATHER'S DAY
This year Father’s Day campaigns are all about sending a message. Brands are responding to the evolving role of fatherhood - where dads are increasingly stepping into caregiving roles, challenging outdated stereotype of masculinity. For example, the pet food brand Smalls launched a “We Need More Cat Dads” campaign, while Decked offered to pay 100 dads to take the day off and spend time with their kids. Norwegian furniture brand Stokke joined the conversation too, with a campaign stating ‘Dads are dads, not baby-sitters’, flipping the script on dad-shaming and celebrating fathers as caregivers, not sidekicks.
Image: Stokke (left), Smalls
Emotion-led marketing is clearly a common tactic, and while it resonates, there’s an untapped opportunity for humour and light-heartedness - something that speaks to the unique way many dads relate to their families. KFC nailed this with their campaign showing a man cradling a bucket of chicken with the line “Unknowingly, we taught you how to hold your greatest love”. It was straight-forward, entertaining and one of the strongest campaigns we’ve seen this Father’s Day.
Image: KFC
Looking ahead to next year, we’d love to see brands be bolder - using humour to break stereotypes and even creating new cultural rituals around Father’s Day. Unlike Mother’s Day or Valentine’s Day, there’s no strong tradition attached yet, and the space is open for a brand to truly own the moment.
Words by Mariana Gates, Strategy.
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