Brands Get All Emotional For Father’s Day

Brands have always seen the power of emotional advertising to the mothers of the world. Just take a look at the ads from this year’s Mother’s Day and you’ll see what I mean. But recently more and more advertisers are starting to use the same strategies to appeal to dads’ sensitive sides.

With Father’s Day around the corner, we’re starting to see an uptick of these emotional ads, with dad at the center of the plot line. Dove Men+Care may have started this new “dadvertising” trend last year. Its Father’s Day spot premiered on Monday showcasing real life men finding out that they will become fathers.


As with everything, the standards of ‘dadhood’ have changed radically over time. In simpler, more cave-centric times, the Dad Domain consisted primarily of hunting, gathering and maybe helping out with homework.

For the Victorians, the Dad was an elusive creature who sat grim-faced at one end of the dinner table, stoically straightening his stovepipe hat. In recent history, you were more likely to find pop culture dads fetishising BBQ equipment ahead of the big game, but even those stereotypes are changing. Dads, after all, are more hands on these days: as much at home in the kitchen as helping out changing diapers.