Ad of the Week: Gillettes Fathers Day film is touching and relevant Ad of the Week: Gillettes touching Fathers Day film
Grey New York avoids the holiday shmaltz with a perfectly on-brand message
By Jason Zazzi | June 17, 2016
As the father of a 16-month-old adventurous and inquisitive son, I found myself moved by Gillette’s "This Father’s Day, Go Ask Dad." It made me wonder what the world will be like when my son is a teenager. I know moments like teaching my son to shave and tie a tie are ahead of me, making this ad poignant and relevant. We see many brands make the annual foray into sentimentality and celebrations of fatherhood, but the ones that are able to connect their brand to their message see the most success. More on that later.
The emotional 2:36 online spot, created by Grey New York, features fathers of various nationalities talking about how their teenage sons rarely come to them for advice. It seems as if technology is creating a chasm between them and their children, and they don’t know how to cross it. According to the brand’s research, "94% of teenagers ask the internet for advice before their Dads." We then see the young men attempt to learn skills such as tying a tie, asking a girl out and even shaving by asking the internet. A valuable and touching lesson then unfolds before our eyes.
Gillette’s ad achieved an extraordinary, and extremely rare, 709 Ace Score. As I mentioned in an earlier post, among the 50,000+ ads we’ve measured in our database, less than 1% have received an Ace Score over 700. The Ad Personality visualization below indicates that the ad’s biggest strengths are being liked and relevant. Another indicator of the ad’s success with viewers is its very low Polarity Score of 24 (on a scale of 1-100), putting it in the top 1% for viewer agreement about what a great ad it is.