It must have been a challenge for Mullen to follow World’s Toughest Job for American Greetings, but they nailed it.

edwardboches
Jun 3, 2014 · 1 min read

Moms are always portrayed as strong, tough, dedicated and problem solvers. Dads are always idiots. Modern Family being the perfect example. But not all Dads are as stereotypical as Phil Dunphy. Sure they’re over matched by five year olds, have no idea how to communicate with a teenage daughter, and are somehow convinced by their wives to have more kids than they initially signed up for. But they try. Even in a casting session.

http://youtu.be/ZKB9rQecEgU

If you are a Dad, this spot rings so true it seems impossible that it could have been written by a young creative team. But apparently it was. In its coverage AdWeek questioned whether or not it was complimentary enough and asked whether Dads might feel slighted. As a Dad, I am moved to see that a brand understands us this well. And I imagine that a kid or Mom seeing it (they’re actually the target I imagine since they’re the ones buying a Father’s Day card) will nod their collective heads and say to themselves, “Yeah, that’s exactly what Dad is like.”

Previous effort for Mother’s Day certainly raised the bar. But this reaches just as high.

Proud to say this is the agency I spent 31 years at.

Creative worth noting

Quick, personal reactions to work that catches my attention. Sorry, but this collection does not accept submissions, as they are part of the classes I teach at Boston University, College of Communication. Please submit to: Media Mayhem instead. Thanks.

    edwardboches

    Written by

    Creative Director, Writer, Professor of Advertising, Co-author new Hey Whipple, Advisor to Brands, Ad Agencies and The Next Generation. BU, Mullen and Beyond.

    Creative worth noting

    Quick, personal reactions to work that catches my attention. Sorry, but this collection does not accept submissions, as they are part of the classes I teach at Boston University, College of Communication. Please submit to: Media Mayhem instead. Thanks.

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