Gillette Celebrates Fathers with Go Ask Dad

Gillette is using its latest integrated advertising initiative to encourage sons everywhere to do exactly as the campaign’s slogan suggests.

Men’s grooming juggernaut, Gillette, is turning the spotlight on dads in conjunction with the upcoming Father’s Day celebrations. Aptly titled Go Ask Dad, the brand is using its latest integrated campaign for the U.S. market to encourage kids to do exactly as the slogan suggests.

Tying a tie, throwing a football, and mastering the morning shave are key examples of classic moments typically shared between fathers and sons. However, in a world where screen-time tends to outweigh actual face time, the internet often replaces dads as the go-to resource for ‘how to’ information.

“For generations, fathers and sons have shared the iconic experience of a first shave. Our hope is that this campaign will serve as a reminder of the value that connection and encourage sons of all ages to reach out to their dads this Father’s Day,” said Carlos De Jesus, North American Shave Care Brand Director at Gillette.

Kicking off this week, the push aims to convey the above message with the release of a video. The spot opens with unsuspecting sons from around the world struggling to complete a series of tasks using guidance only from the internet. Dads then enter to lend a much needed hand, showcasing the power of fatherly advice.

To remind guys of the value their dad brings, the brand is also intercepting the highest volume of ‘how to’ internet search terms and keywords, which will redirect to the Go Ask Dad video. The objective is to drive people to reach out to their dads instead—on Father’s Day and every other day.

Gillette has also partnered with the National Center for Fathering, a non-profit centred on fostering the relationships between fathers and sons. Gillette will donate $50,000 to the organisation to help get on board more dads into the Watch D.O.G.S. programme, which impacts up to 55,000 teens in high schools across America.

Additionally, consumers are being afforded the opportunity to return the favour by gifting their fathers with a unique Fusion ProShield package featuring the FlexBall Technology razor, alongside a Gillette Shave Club year-long subscription which can be accessed via a dedicated website.

Gillette was a winner at the 2014-2015 World Branding Awards under the Men’s Grooming – Shavers (Global) category.