It was great to see the drinks industry celebrate dads so creatively with their advertising campaigns for Father’s Day this year. Among the brands that stepped out of the box were Pepperjack, Great Northern and Aviation Gin.
Wine brand Pepperjack wanted to ensure no dad was forgotten on Father’s Day this year, joining forces with an army of everyday Dads on a mission with an important public service announcement to the rest of the nation – “Don’t forget Father’s Day”.
The campaign – which was inspired by that fact that 40 million fewer cards are sold on Father’s Day than Mother’s Day – used dads as the very medium to spread their reminder message via some of their favourite pastimes.
A week out from the big day, one Dad kicked things off with a grass roots initiative (literally), mowing a paddock-sized reminder into his lawn (pictured above and main). Then, across the other side of the country, Dads out for their morning swim showed off cheeky, unforgettable reminders on their budgie smugglers.
The ‘Dad Ads’ continued to spread the reminder throughout Australia at a local level and on national radio, and in an effort to rival AFL club cheer squads, a ‘Dadsquad’ proudly paraded reminder banners at Friday night’s final clash between GWS and Geelong.
On the morning of the big day, in one last hurrah, a peloton of middle-aged Dads in lycra – or ‘mamils’ as they are commonly referred to – wore last-minute reminders on their weekly Sunday cycle like a fleet of roaming billboards.
Great Northern’s moving Father’s Day ad
Great Northern launched a moving Father’s Day ad that encouraged 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 said the campaign aimed 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 two-and-a-half minute film featured a real life father and daughter – Robert Mason and Carmen Retzlaff – who share love of adventure.
In the ad, Retzlaff narrated 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 ended with the message: “Whether you’re together or apart this Father’s Day, get outdoors with dad when you can.”
Watch it below:
Ryan Reynolds creates ‘The Vasectomy’
While Reynolds sold Aviation Gin to Diageo for around $845 million last year, he’s still involved in marketing the product. And he’s a genius at it.
In the cocktail tutorial, the actor – who shares three daughters with wife Blake Lively: James, 6, Inez, 4, and Betty, 1½ – put a sarcastic spin on the joys of fatherhood.
“First, fill a tall glass with ice, the way children fill our lives with so much joy,” he quips while mixing the ingredients together. “Next, pour one ounce of cranberry juice—sweet—just like their little smiles. Then, pour three ounces of tonic, so bubbly, just like I feel every day I wake up after a long full night’s sleep.
“Add a dash of lemon juice, fresh if you have a few minutes to squeeze one or store bought if the little ones have you running around a bit today…the little scamps,” he continued. “Finally, we’re gonna add one and a half ounces of Aviation American Gin, the world’s highest-rated gin for the world’s highest-rated job. Dad.”
He took a swig of the cocktail and said: “Now that is as refreshing as fatherhood. Well, something I call The Vasectomy for no reason at all. Happy Father’s Day, everyone.”
Watch it below: