By Amy Houston, Senior Reporter

June 8, 2023 | 2 min read

Whisky brand rejects tired masculine tropes to celebrate all types of dads.

In its new ad, Scotch whisky maker The Glenlivet is looking to eliminate common stereotypes of what it means to be a dad.

The brand turned to AI chatbot ChatGPT to script the promo and, as expected, was presented back with a scenario of a father and sons on a camping trip, fishing together, making a fire from twigs... You get the drift.

In the 4-minute film, the brand then invites real-life families to read the scripts, with charming results as dialogues quickly open up about what it really means to be a father.

”This Father’s Day, we are shining a light on all the fathers and father figures who are challenging conventions of what fatherhood is today, as part of our mission to redefine norms and break stereotypes in single malt Scotch whisky and beyond,” said Johan Radojewski, vice-president of marketing for Scotch, Irish and prestige whisky at Pernod Ricard USA.

”With provoking creative and an engaging IRL experience with partners who represent fatherhood in many forms, we are bringing to life a new vision of fatherhood to help fathers and father figures around the country feel represented.”

The film, created by ad agency CPB London, will be supported across The Glenlivet’s paid and owned channels from June 5 to June 18.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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