Dadvertising - Mum's Not Dead Honest. Pt. 2

For the second part of my Dadvertising piece I bring you the brilliant Lego advert, Build Together (watch below). This is a masterpiece in Dadvertising, brilliant script, great tagline and what really blew me away about this is it's placement. It's not on in-between The MilkShake Girls, no, it's on when Dad's watching the TV on his own and it's reigniting his passion for Lego by appealing to his selfish nature, and, sorry, but it works. I want to build this house with my son.

The strapline is brilliant as well, so simple and totally inspiring. Build Together (nice typography as well while we're at it), is positioning Lego as a social activity, rather than a toy, it's an easy way to spend time with your family and everyone have fun at the same time. I mean has anyone ever played Elefun? It's hard to feel challenged as an adult catching butterflies out of a 3 foot long Elephant trunk. This Advert sells the idea that products works across all ages.

If an advert is only as good as it's product, then the advert is great because Lego has always been great. That's another thing I like about this, it's back to basics for the product. Lego has lost it's way over the last 10 years, there's too many movie tie-ins and too many specialist parts, and that's taken the imagination out of the bricks. But this advert goes a long way to building it back in, it's a triumph for Lego, for Dadvertising and for imagination.

What makes this the pinnacle of Dadvertising is Mum doesn't poke her nosey little face in at the end to prove she's not dead, no she's probably out doing the Christmas Shopping, buying this little chap a big rubbish plastic oven.

Let us know what you think? Are Dadverts going to take over TV, is the word 'Dadvert' annoying you?

Get in touch ben@citizenstudios.co.uk

Visit www.citizenstudios.co.uk

Or call 07738 175 614

Dadvertising - Mum's Not Dead Honest.

It's finally happened. 

Fathers, at last, after burning our papooses at Westminster we've battled our way into the public consciousness, we're being represented in non-tragic scenarios and it feels great.

Dad's have at last become a worthwhile adverting proposition for products other than toiletries and power tools. We have created a new breed of advert that a picks a hole at the notion 'Mum does all the shopping' and finally recognises that Dad does a bit as well, our hard work has lead to the long awaited birth of 'Dadvertising'.

The first strike in our campaign was the below advert for Sainsburys

I really liked this advert from the start, the first time I saw it, it was shot beautifully, the music was great, and without being overly sentimental, it managed to intelligently steer a path through real situations that a father aspires to share with his son.

In fact, it made me feel so happy to see a father and son interacting this way that I was sure it was going to be a Cancer Research advert and the Dad was going to turn out to be a ghost. Such is the way advertisers have ignored us for so long.

OK, so maybe the message is secretly aimed at mums, and, at the end when the Mum pokes her head around the door is probably backs that up. Personally, I think that last scene devalues the ad a little, but, you can almost hear panicked Account Managers saying; "WHAT IF EVERYONE THINKS THE MUM IS DEAD!", which is why these kinds of ads never happen, but nobody ever wonders if Dad's dead when they see Mum washing little Timmy's clothes do they?

The depiction of a Father-Son relationship like this for a major retailer that has no motive other than to sell groceries is a bold step, and one that genuinely warmed my heart, this was the first big success for Dadvertising, there are more and my favourite will follow on Wednesday.

Let us know what you think? Are Dadverts going to take over TV, is the word 'Dadvert' annoying you?

Get in touch ben@citizenstudios.co.uk

Visit www.citizenstudios.co.uk

Or call 07738 175 614