Gillette Hijacks Web Search to Get Sons to Ask Their Dads Advice for Father's Day
Campaign Urges Boys to Ask Fathers, not Google, for Help
Jun 16, 2016
Gillette's Father's Day campaign this year revolves around the idea that sons don't always ask their dads for advice these days -- instead, they go online.
The company and agency Grey New York decided to intercept web searches via links answering popular "how to" search terms and key words. These redirect those viewers to a video, featuring a group of fathers and sons of different ethnicities and languages.
In the film, sons first ask the web for advice on stuff like how to tie a tie, how to fry and egg and (of course) how to shave. Their dads then appear and give them their own tutorial -- which, of course, trumps Google with a more personal approach.