Dads Pose as Digital Assistants in Gillette's 2017 Father's Day Spot

Idea Evolves 2016 Campaign in a Topical Way

Published On
May 23, 2017

Editor's Pick

Last year, Gillette's Father's Day idea was to hijack web search to get fathers to give their sons personalized answers to the kind of questions they type in online. In 2017, with the advent of more AI in our lives and digital assistants like Amazon's Alexa, the brand and agency Grey New York have moved things on a step.

In the 2017 Father's Day spot, several young men are asked to try out a new, unnamed AI app for advice on topics like dating, tie-wearing and (of course) shaving. Unbeknownst to them, their fathers are actually behind a screen providing the (doctored) voice of the app. The sons' surprised reactions when all are revealed seem genuine -- to the extent that one can't seem to get it even when he sees his father.

While not hugely different to last year's campaign, the stunt evolves the idea in a topical way, and will again strike a chord with parents and their offspring -- Gillette tell us 84% of guys say their go-to source of information is their phone.

The campaign also reflects a trend towards brands highlighting the benefits of genuine human interaction over disembodied digital technology -- such as JetBlue did in its interactive billboard stunt in New York last summer.


May 23, 2017
Brand :
Client :
Agency :
Grey-New York
Chief Creative Officer :
Andreas Dalqvist
Executive Creative Director :
Leo Savage
Executive Creative Director :
Jeff Stamp
Art Director :
Robert Jencks
Art Director :
Garam Park
Copywriter :
Alejandra Guerrero
Copywriter :
Tan Erginay
Project Director :
Hank Romero
Project Manager :
Joey Scarillo
Producer :
Rondell Wescott
Producer Assistant :
Chase Wagner
Business Manager :
Suzanne Voss
Talent Manager :
Alice Lambrides
Executive Vice President, Account Director :
Brian Weston
Senior Vice President, Account Director :
Elizabeth Meny
Vice President, Account Director :
Gabi Newton
Account Supervisor :
Robyn Hendel
Account Executive :
Catherine Taich
Assistant Account Executive :
Emily Schein
Planning Director :
Kristian Henschel
Production :
Partner :
George Meeker
Line Producer :
Marc Longberg
Production Supervisor :
Tracey Amptman
Director, Photography :
Luca Del Puppo
Production Designer :
Paul Jackson
1st Assistant Director :
Jeb Barrows
Post Production :
Sound Engineer :
Dante Desole
Executive Producer :
Lauren Kulchinsky
Post Production :
Nice Shoes
Editor :
Dana Bol
Assistant Editor :
Talia Rodgers
Executive Producer :
Angela Bowen
Line Producer :
Rebecca Mitchell
Colorist :
Gene Curley
Flame Artist :
Jason Farber
Director :
Michael Marantz
Executive Producer :
Jeff Miller

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