Ever heard of this one? “What do you call a sheep who can sing and dance? Lady Ba Ba!” Or how about “Who won the neck decorating contest? It was a tie!”
Let’s face it. We’ve all been at the receiving end of some pretty horrendous (and always embarrassing) dad jokes. While we may cringe and pray for them to stop, dads love to have a good time. But it’s not always fun and games. Dad jokes aside, they do an awful lot for us that often goes unappreciated; perhaps because of their laid-back and cool attitude that makes everything look oh-so-simple.
But one thing is for sure: DADS. ARE. AMAZING. With Australians set to splurge an estimated $820 million on their dads this Father’s Day, it’s pretty clear that they think their dads are the bee’s knees, too.
While the day is a great opportunity to celebrate dads (and let’s not forget the ones that take up the role of father figures), it’s also a great way for businesses to get in on the action—especially with Australians trying to find the perfect gift for their first superhero.
While some brands opt to take the emotional route, like Coca-Cola, which provided a subtle hint at how dads will always have our backs, and one of Volkswagen’s most popular Father’s Day campaigns, offering the slogan “No matter how old you get, you still have a lot to learn from him”, others take a more humorous approach.
But one thing’s for sure. Father’s Day campaigns are a must-have—especially, if you’ve got a product or service with “Dad” written all over it.
Before we take a look into some of the most hilarious and creative Father’s Day campaigns, there’s one bit of information we need to soldier on through before we go any further…
It’s a jungle out there—so know your audience!
We’ve said it many times, location is everything.
Father’s Day is celebrated around the world but that doesn’t mean everyone celebrates it on the same day. In Australia, dads are celebrated on the first Sunday of September, in the US and the UK, it’s celebrated on the third Sunday in June. Sweden and the Nordic countries (minus Denmark) celebrate it on the second Sunday in November.
So, whether you’re a company trying to cater to the local Australian market or trying your luck in international waters, you need to know your markets and build strategies that align with their values.
Plus, don’t make the mistake of thinking that because your product did well in one country or region, it’s going to do well somewhere else. In Central Europe and the North Atlantic, for example, there was a 109.5% increase in specialty retail conversions in the weeks leading up to Father’s Day. But in Asia-Pacific, the brands that saw a huge uptick of 88.9% were in the sporting goods category.
See what we mean when we say it’s a jungle out there? You need to know where you’re going to perform well and target those markets instead of trying to land campaigns in markets that eventually turn out to be a sinkhole for your valuable marketing dollars.
With that crucial bit of information out there, let’s get to it.
Father’s Day funnies to crack you up (and your audience!)
Know who likes a good belly laugh? Dads, that’s who! So rule number one when you’re drumming up your Father’s Day campaigns is not to be afraid of bringing the humour. A lot of brands think twice before coming up with a funny campaign because they have no idea if it’ll nail it or fail it.
But these brands took the leap and the results are pretty amazing. Take a look.
Father’s Day funnies #1: Aviation American Gin
Ryan Reynolds and a bottle of gin. You know you’re in for something entertaining and goofy and his 2021 Father’s Day campaign certainly lived up to the expectations.
From the moment he adds ice into his glass with cubes falling all over the place to his sarcastic comments about how “great” fatherhood is, Reynolds flexes his well-known sarcasm to promote a rather interesting cocktail with what he calls, “The world’s highest-rated gin for the world’s highest-rate job. Dad.”
The ad is made more hilarious with the Deadpool actor’s own experiences with fatherhood and makes this ad that much more relatable. For brands, this is a great example of balancing humour to connect with an audience that shares your values.
Father’s Day funnies #2: Durex
If you want to talk about pushing the envelope with your marketing, then you need to take a page out of Durex’s playbook. To some, it may appear to be crass, but for others who like some dark humour, this is one you’ll surely appreciate.
But rather than us explaining it, take a look for yourself.
Unlike most Father’s Day campaigns, Durex doesn’t target its users; instead, it wishes a happy Father’s Day to its competitor’s customers. If you really think about it, it makes perfect sense. They’re calling out their competitors and their consumers by saying their products are inferior compared to Durex by pointing out the “consequences”. The theme worked well for them and they kept on coming back to it year after year with the same type of dark humour.
Happy Father’s Day, indeed!
Father’s Day funnies #3: Dollar Shave Club
From the tiniest of love handles to noticeable potbellies, dads come in different shapes and sizes. So why not celebrate them? Dollar Shave Club did just that by releasing an almost 2-minute spot where they celebrated dads who didn’t have a chiselled physique.
The video, “Manifique” starts with a middle-aged man in a towel standing on a platform showcasing his funny dance moves to some pretty unique beats and is quickly joined by more dads with dad bods.
What’s great about this ad (aside from seeing some synchronised dance moves from some pretty confident dads) is that it takes body positivity and applies it to a gender that hasn’t historically been targeted with a similar message. When it comes to celebrating your body, many ads target women, so it’s refreshing to see a brand apply the same ideology to the “dad bod” and celebrate every father.
The ad ends with, “Whatever your bod, welcome to the club”, turning it from a funny video to an instantly heartwarming one.
Father’s Day funnies #4: McDonald’s Australia
Whether you’re a parent or not, everyone can appreciate the massive changes that people go through once they welcome fatherhood or motherhood. And that’s what McDonald’s Australia zeroed in on for one of their Father’s Day campaigns that hit all the feels with its funny and heartwarming ad.
The ad shows the big changes that the actor portraying the dad goes through from his single lifestyle to the life of a dad. From replacing his motorcycle magazine with a parental booklet and switching the bottle of booze to a bottle of milk to playing dress up with his daughter and accidentally (but painfully) sitting on top of a toy crab in the bathtub, the video shows how life-changing it can be once fatherhood creeps around.
Some great moments make you laugh while others pull on your heartstrings. It’s a fluctuation of emotions that the viewer is taken through with the final scene showing the dad and his daughter enjoying a meal at McDonald’s with the text, “Something for dad” casually popping up on the screen.
Father’s Day campaigns are changing—will you?
These campaigns capture the spirit of Fathers everywhere. But while they are similar in the result they’re trying to achieve, they all take very interesting and different routes to making the perfect Father’s Day ads.
So if you’re still planning your Father’s Day ads, try to think beyond the stereotypical ads. Don’t splash your campaigns with flowers and moustaches to make them disappear among everything else out there. Instead, personalise your messages to really go hand-in-hand with your brand and your product.
Since we’re talking about widening our marketing strategies we could leave you with some final words to get your marketing strategy in check like we usually do, but since it’s the season to celebrate dads, why not mix things up with one last dad joke? If you’re a dad yourself you could even add this to your list: “What do you call the security guards for Samsung? Guardians of the Galaxy!”
You’re welcome.
FAQs
What platforms should I use for a Father’s Day marketing campaign?
Utilise social media, email marketing, and SEM to reach a broad audience. Each platform offers unique ways to engage with customers. Digital marketing firms can assist in selecting the right platforms and optimising content for each one.
How can I ensure my Father’s Day marketing campaign stands out?
Focus on creating unique and memorable content that connects emotionally with your audience. Incorporate storytelling, user-generated content, or interactive elements. Digital marketing firms can help with creative ideation, content production, and campaign execution.
Can a digital marketing firm help with Father’s Day campaign ideas?
Yes, digital marketing firms can quickly develop and launch campaigns by leveraging existing assets, running targeted ads, and optimising your online presence for maximum impact in a short time frame.