This One's For The Dads

It's no small issue that Dads are often featured poorly in marketing.  I guess it's because women, especially Moms, are often the "target" market.  Maybe some marketers think that you have to show bumbly, fumbly Dads in order to connect with women.

I am so not there.

So in honor of Father's Day, I want to feature what I would consider to be the best of the best in portraying Dads in advertising/marketing.  This spot literally needs no introduction other than Sophie is one lucky girl.  Grab a Kleenex.

Bravo!  I also want to give props again to JCPenney for honoring Dads in a very bold way.  Thank you.



Happy Father's Day.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU