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
By
Alexandra Jardine
Published On
Jun 16, 2016
Editor's Pick
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.
Credits
- Date
- Jun 16, 2016
- Brand :
- Gillette
- Client :
- Gillette
- Agency :
- Grey-New York
- Chief Creative Officer :
- Andreas Dahlqvist
- Executive Creative Director :
- Leo Savage
- Executive Creative Director :
- Jeff Stamp
- Art Director :
- Garam Park
- Copywriter :
- Andrew Shaffer
- Junior Art Director :
- Robert Jencks
- Junior Designer :
- Robert Jencks
- Associate Director :
- James McPherson
- Senior Vice President :
- James McPherson
- Producer Assistant :
- Chase Wagner
- Senior Integrated Planner :
- Kristian Henschel
- Executive Vice President, Account Director :
- Brian Weston
- Senior Vice President, Account Director :
- Elizabeth Gilchrist
- Vice President, Account Director :
- Gabi Newton
- Account Supervisor :
- Robyn Hendel
- Production Company :
- Untitled Films
- Director :
- Tyler Williams
- Partner :
- Tom Evelyn
- Line Producer :
- Jason Friedman
- Director, Photography :
- Jesse Louttit
- Editorial Company :
- Rooster Editing
- Editor :
- Jeff Poremba
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Project Type
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