If I were to ask you to describe your father, what would be the words that you would choose to use?
Would your description have anything to do with ties or tools or socks or electric razors? Or would the words “bumbling idiot” be at the tip of your tongue (a la Homer Simpson)?
No? Huh. Me neither.
When I think of my dad, I think of someone who’s always been there for me.
He loves me fiercely and completely…he always has, even when I’m anything but loveable.
He shows me what a dad is supposed to be…day in and day out.
Now, if the above three sentences are true for me, how is it that they seem to be so not true for the majority of the folks out there who design Father’s Day cards and/or other Father’s Day paraphernalia (eg, “Grillin’ Fool” t-shirts)?
Or, maybe it is true for them, but the stereotype of “lazy, uncaring, disconnected, only cares about ‘man things’ dads” is so seemingly ingrained in society that it’s what they feel they have to push?
If I had to guess, I would say that it’s probably more along the lines of option number two. How sad is that?
Fortunately, there are some out there that are finally starting to get it.
Take Dove, for example. In 2014, the Unilever brand interviewed 1000 fathers between the ages of 25 and 54. Here’s what they discovered:
According to Rob Candelino, Unilever’s marketing Vice President and General Manager, “Three-quarters of dads say they are responsible for their child’s emotional well-being…but only 20 percent see that in media.” He also says that, “‘Calls For Dad’ is a film we made to showcase just a few of these caring moments that, unfortunately, are absent from how dads are typically depicted today in media and advertising.”
If you’re unfamiliar with the “Calls For Dad” commercial, take a moment to watch it now – it’s a touchingly sweet ad that may just have you reaching for a Kleenex or two by the end.
Is this also a cleverly crafted marketing ploy on behalf of Dove? You betcha! But, you know what? I’m fine with it.
Why, you ask?
Because it shows the love we have for these amazing men in our lives. I would rather show this video to my dad (and my husband) – a thousand times over – than having to sort through all the cards in the store in an attempt to pick out the least lame of the bunch.
This is the kind of marketing that we’re passionate about – creating unique, one-of-a-kind products (be it video, print, web design, or social media) for our clients that showcase the heart of what they’re about. If you’re interested in seeing what Transformation Marketing can do for you, please don’t hesitate to give us a call…we’d love to show you what we’re all about!