Ad of the Day: Robbie Williams cover soundtracks an emotional love letter to ‘dadisms’
Ahead of Father’s Day (June 19), Prostate Cancer UK has crafted a love letter to dads, celebrating their bad jokes, out-of-control cable hoarding and obsession with the thermostat.
The two-minute film, ‘Ode to Dads’ by BBH, is a reminder of everything that would be missed about dads if they weren’t around. Set to a cover of the Robbie Williams song She’s The One, the lyrics have been changed to ‘He’s The One,’ and the verses altered to list typical dad traits.
Prostate Cancer UK hopes its Ode To Dads campaign will raise awareness and raise funds for research. The final line of the spot reads: “Imagine a day without our dads,” and then issues a call to action to donate to the charity.
Nick Gill, creative director at BBH, said: “So ‘Ode to Dads’ was conceived – a love letter to them, and a celebration of all the day-to-day eccentric dadisms we wouldn’t be without.”
The film will premier on Friday (June 10) during Gogglebox with a 90-second TV cut down. To support the film BBH has rolled out out-of-home (OOH) and digital out-of-home (DOOH) ads through a deal with ClearChannel, Jack, City Lights and Open Media. There will also be radio and TikTok activations.
The campaign is aimed at people with fathers over 50 who would be more concerned about their parents getting cancer. It was inspired by the statistic that over 11,500 men die from prostate cancer each year, and over 30 men will die on Father’s Day.
“Our campaign has been created to remind people what they would miss in a world without dads, tapping into the public consciousness at this poignant moment in the year to encourage a wide and diverse audience to join us and donate to life-saving research,” said Ali Day, director of communications at Prostate Cancer UK.