GO ASK DAD!

For Father’s Day, Gillette proves that sometimes the best gift you can give Dad is to remind him that he’s the one you look up to, the one who’s opinion matters, and the one who can teach you the most about life.

With this campaign, Gillette celebrates dads as the best and most valuable source of information by showing how fatherly advice surpasses even the #1 global search engine itself.

A SIMPLE SEARCH AD CONNECTS FATHERS AND SONS

After users hit enter on their search queries, the top search result was a simple call-to-action: Today, Go Ask Dad.

We also developed simple videos showing how dads providing loving and personalized advice helped their sons succeed in their tasks.

We captured heartfelt interviews from fathers and sons, in which the sons unanimously agree that Dad beats the Internet every time for advice. The screen fades to black and the CTA appears: “This Father’s Day, Go Ask Dad.”

FROM LOCAL TO GLOBAL – A CAMPAIGN THAT IS UNIVERSALLY LOVED

What began in 2015 as a small, one-off activation in North America snowballed into a full-fledged global campaign, interrupting millions of search queries and generating millions of impressions around the world.

For most markets, Father’s Day 2016 is 6/19. We plan to connect even more fathers and sons through our second year of search interceptions in the US, UK, and Canada.

But most importantly – the “Go Ask Dad” campaign has inspired, and will continue to inspire, countless sons around the world to reconnect with their fathers on Father’s Day.