Father's Day 2024: Ads that celebrate dads
Brands explored a gamut of themes to pay tribute to the spirit of fatherhood
On the third Sunday of June every year, the world celebrates Father’s Day in honour of dads everywhere. A paternal figure is crucial in an individual's overall development and well-being. Therefore, by celebrating Father’s Day, we pay tribute to the many contributions and sacrifices made by dads all over the world.
While mothers' roles have been exalted from time immemorial, fathers' roles are often downplayed in literature and media. However, times they are a changing.
Dads in ads are often portrayed in different shades ranging from the playful goofball to the strong, supportive mentor. Like mothers, the representation of fathers in ads has undergone a sea change to reflect changing times.
This year, brands across categories have seized the opportunity to tip their hats to dads. These ads tell compelling stories, tugging at our heartstrings and putting a smile on our faces. From celebrating “cool dads” to thanking supportive ones, ads this year have covered a gamut of themes to celebrate the spirit of fatherhood.
Burger King
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Burger King’s Father’s Day ad is a sweet take on the unique and quirky ways in which dads show their love from endearing yet embarrassing pet names to cheesy WhatsApp wishes. The film conveys that while dads are our heroes, they struggle to express their emotions and are often awkward in their affection. Havas Worldwide India has conceptualised the ad.
Hyundai India
Hyundai has paid tribute to dads whom we can always count on even during the toughest of situations. The campaign film is based on the insight of dads being our "emergency rescuers," always ready with their trusty vehicle to picks us up, drive us around and drop us.
Kotak Life
Kotak Mahindra Life Insurance Company (Kotak Life) has a heart-warming digital film for Father’s Day. The film stars Rajkummar Rao, highlighting the importance of father’s tough love to make one strong enough for every stage of children’s lives.
Manforce
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There is no dearth of condom jokes on Father’s Day, but Manforce has taken an offbeat path to celebrate the day. The condom brand has dovetailed its # CondomNahiManforceBolo campaign with its Father’s Day ad, celebrating the antithesis of the menacing, tough dad – the cool dad.
SBI Life
The digital film by SBI Life for Father’s Day showcases how dads balance their personal and professional lives, often having to switch between the two. He's a professional at work but at home, he is a dad, friend, a mentor and a guide. The ad has been conceptualised by Dentsu Creative.
Upstox
Often, our first lessons in finance and savings come from dad. Upstox's Father's Day ad salutes our "first financial advisors" who had a big role to play in shaping our financial future.
Zepto
Fathers are stereotyped as the strong, silent type who never wear their hearts on their sleeve, preferring to dole out tough love instead. Zepto’s Father’s Day ad focuses on normalising saying “I love you” to dad and the importance of expressing one’s feelings no matter how awkward it gets.
