With our campaign being based on “dad-quirks” made famous by the internet’s own observations, we knew the best way to support our dad-quirk-celebrating music video was by letting relevant father figures lead our campaign. This started with Blackish star Anthony Anderson for our hero video, and went on to NASCAR pro Ryan Newman, and several other notable online influencers that brought attention to our TikTok cash sweepstakes to elicit an enormous activation response from users everywhere.

Through a series of experimental social media posts on the brand’s channel, we learned a simple but very evident (and endearing) fact - dads universally shake peanuts in their hand before eating them. This, combined with another socially learned fact that Mother’s Day garners more public appreciation than Father’s Day, our annual Father’s Day concept became clear - let’s celebrate endearing “Dad Quirks” with the recognition they deserve, in a style that shows them best - a Gen-X inspired bombastic rap music video.

From countless hours talking about our own fathers’ quirks and sifting through the internet zeitgeist for more, we created the first Father’s Day anthem of its kind - a music video demonstrating and celebrating the little things we collectively see our dads do, presented as a heavy-hitting rap video reminiscent of our Gen-X target’s era, along with a UGC remix of real-life dad quirks caught on cam from our sweepstakes that followed.

We were given the challenge of creating a Father’s Day campaign that elevated its celebration to Mother’s Day status - a holiday that gets a disproportionate amount of attention (according to our savvy research team).

As an agency creatively guided by real-life data taken from social media, we found a significant sentiment in conversations about dads - their universally recognized little behaviors and idiosyncrasies which we dubbed “Dad Quirks.”

When we discovered “shaking peanuts in their hand before eating them” was a main topic of these conversations, we knew it was our time to step in as “Dad’s Favorite Snack” (made clear by our client) and let it kick off a larger-than-life campaign that celebrated their nut-eating habits, and beyond, in a way Gen-X dads, their kids, and everyone could weigh in on.

With the help of a top music house, famed hip-hop choreographer, and Blackish star Anthony Anderson, we put out the ultimate rap music video celebrating all the little things dads do in a big way for Father’s Day in a variety of cutdowns on social, supported by a cash sweepstakes program that prompted everyone to share their own “Dad Quirks” online for a chance to win, which we built into a secondary UGC video.

152 Million Impressions

13.9 Million Video Views

17 Million Tik Tok views

98% Positive/Neutral Sentiment

1 Al Roker Dance