Great Northern has launched a moving Father’s Day ad that encourages Australians to reflect on their favourite memories of spending time in the great outdoors with their fathers.
Created by TBWA\Sydney, its chief creative officer Evan Roberts says the campaign aims to break the isolation around lockdowns.
“It’s very easy for people to feel disconnected and isolated right now,” he said. “We just want people to reach out to those that matter to them this Father’s Day. Tell them you’re thinking about them, that you love them. Sure, we might not be able to see each other, but we can make plans and we all need something to look forward to.”
The campaign launches with a two-and-a-half minute film featuring a real life father and daughter – Robert Mason and Carmen Retzlaff – who share love of adventure.
Retzlaff narrates how her father has always been there for her, and that he struggles with his health deteriorating. The two make the most of the time they have left together, exploring the great outdoors together and drinking Great Northern Brewing Co beers.
It ends with the message: “Whether you’re together or apart this Father’s Day, get outdoors with dad when you can.”
Great Northern Brewing Co’s head of contemporary brands, Lauren Fildes, said: “We understand how tough it’s been on so many Australians who have been separated from family during the pandemic. So, whether you’re together or apart this Father’s Day, lockdowns permitting, we want people to invite their dad to spend time together outdoors when they can.”
Director of the spot, Eddy Bell from Airbag, added: “My own Dad was sick for nearly a decade, living with a rare disease similar to Motor Neurone Disease. So, I had a lot of time to think about who he was as a man, and what he meant to me. I think there’s a kindness in liberating our fathers from all the expectations we place on them and just allowing them to be human. That’s where I started out in the process of making this film.”
The film will drive viewers to The Greatest Gift microsite, powered by Gift Flick®, enabling them to make a video invitation for their dads, inviting them to do something in the great outdoors together when they can.
Marketing manager at Great Northern Brewing Co, Hugh Jellie, told The Australian the ad was about creating a connection and taking consumers on a deeper brand journey.
“If Great Northern just wanted to sell beer, we would have run a traditional promotion and been done with it,” he said.
Watch the emotive ad below and we guarantee it will pull at your heartstrings:
Is this the ultimate Father’s Day gift?
Norweld is celebrating its 50th anniversary with a special-edition Great Northern tray and canopy package. The unit is kitted out with a Bushman 130l upright fridge, slide-out drawers and table, overhead storage, ladder, roof rack and twin spare wheel holders.
The tray is fitted with a sealed and lockable trundle drawer and tool boxes, as well as an underslung 40-litre water tank. Oh, and of course, it includes additional beer storage, along with special branding.
Prices start from $32,186, which includes includes fitment at one of Norweld’s offices around Australia.