{"id":1761,"date":"2016-06-20T20:57:13","date_gmt":"2016-06-20T15:27:13","guid":{"rendered":"http:\/\/ravi.rajiniravi.com\/blog\/?p=1761"},"modified":"2016-06-23T12:32:45","modified_gmt":"2016-06-23T07:02:45","slug":"fathers-day-ads","status":"publish","type":"post","link":"https:\/\/ravi.rajiniravi.com\/blog\/2016\/06\/fathers-day-ads\/","title":{"rendered":"Father&#8217;s day ads"},"content":{"rendered":"<p>Close on the heels of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Mother%27s_Day\" target=\"_blank\">Mother\u2019s day<\/a> comes <a href=\"https:\/\/en.wikipedia.org\/wiki\/Father%27s_Day\" target=\"_blank\">Fathers day<\/a>. Unlike <a href=\"http:\/\/ravi.rajiniravi.com\/blog\/2016\/06\/mothers-day-ads\/\" target=\"_blank\">Mother\u2019s day ads<\/a>, I have been bombarded with just 3 father\u2019s day ads or messages. Searching YouTube for some time and then Googling (incidentally, Google does a better job at indexing and showing videos than YouTube) gave me about 12 ads made in 2015 and 2016 that were worth sharing.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/videoseries?list=PLi9GkZhra4vV9ed4swcfWRK-4XGTGJkCH\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Why so few dad ads? Probably because, unlike Mother\u2019s day which is celebrated mostly on the second Sunday of May across the world, Father\u2019s day is celebrated on different days, though third Sunday in June is the most common in a number of countries. This makes it a little confusing for brands. And more importantly, probably because men\/fathers unlike women\/mothers are not a core target group for many brands.<\/p>\n<p>The obvious brands targeting men were the culprits. We have brands for men\u2019s clothing, financial products, cars, gadgets and electrical\/electronics trying to attract some views and mind space.\u00a0 And how can we forget e-commerce guys who want a finger in every pie!<\/p>\n<p>Overall, the attempts were not even close to that made for Mothers day. Volkswagen India placed an international ad on its channel, as an after thought (?), and garnered only 507 views. Some, like SBI didn\u2019t even share it on YouTube themselves. And, LG India has a video that is kept <a href=\"https:\/\/www.youtube.com\/watch?v=Dn-F-Jwe2Xs\" target=\"_blank\">private<\/a>!<\/p>\n<p>The 3 ads that I happened to notice are the ones of Google, Raymond and Bank Bazaar.<\/p>\n<p>I noticed the Google one (12th on the list) a couple of days before the actual fathers day. And Google followed its strategy of keeping the message, topic\/day agnostic, just like it\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=-yJT8H4zPfo\" target=\"_blank\">mother day<\/a> one. I think it also had the insider info on what it was going to do with the <a href=\"http:\/\/www.google.com\/doodles\/fathers-day-2016\" target=\"_blank\">doodle<\/a> as well as the leverage to push this video on both home and trending channels on YouTube resulting in the greater than 1 million views it garnered in these few days.<\/p>\n<p>There was Bank Bazaar (2nd on the list), which was pushing the ad as a standard YouTube pre-roll. Though it garnered 0.7 million views, I am sure a lot of them are repeats and tons of people would have skipped it after the 5 seconds. I think the only 324 (0.05% of views) shares proves it.<\/p>\n<p>Then, there was Raymond\u00a0 which I think was trending <a href=\"https:\/\/twitter.com\/search?q=%23SalutingSingleMothers\" target=\"_blank\">#SalutingSingleMothers<\/a> on Twitter in India. My speculation is that the agency took inspiration from the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Father%27s_Day#Beginnings\" target=\"_blank\">beginnings<\/a> of Father\u2019s day. This when Twitter itself was saying the following\u2026<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">The best Father\u2019s Day hashtag of all: <a href=\"https:\/\/twitter.com\/hashtag\/ThankYouDad?src=hash\">#ThankYouDad<\/a>.<br \/>\nTo dads everywhere, <a href=\"https:\/\/twitter.com\/hashtag\/HappyFathersDay?src=hash\">#HappyFathersDay<\/a>! <a href=\"https:\/\/t.co\/v6nhTnuiFz\">pic.twitter.com\/v6nhTnuiFz<\/a><\/p>\n<p>\u2014 Twitter (@twitter) <a href=\"https:\/\/twitter.com\/twitter\/status\/744544110099341312\">June 19, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p>\u2026The result was all wrong for Raymonds. Only 0.1 million shares and YouTube wouldn\u2019t even show the trend statistics!<\/p>\n<p>The recipe for making the ads for Father\u2019s day is as simple as that of making ads for Mother\u2019s day \u2013 extol his the virtues, remember him, talk about his idiosyncrasies, teach him something new or let him talk about how he protects you.\u00a0 Then, the secret to making it successful, make the ad to a brief (and not \u2018father\u2019s day\u2019 is not a brief), have high production values and have a solid media strategy behind the ad.<\/p>\n<p>P&G did a fabulous job last year with its Vicks ad (7th in the list). It rules with 4.4 million views. Hope to see some such next year!<\/p>\n<hr \/>\n<p>Update: 23rd June: I\u2019ve added a few more ads of Father\u2019s day to the playlist which I\u2019ve noticed recently.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Close on the heels of Mother\u2019s day comes Fathers day. Unlike Mother\u2019s day ads, I have been bombarded with just 3 father\u2019s day ads or messages. Searching YouTube for some time and then Googling (incidentally, Google does a better job at indexing and showing videos than YouTube) gave me about 12 ads made in 2015 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"book_review_cover_url":"","book_review_title":"","book_review_series":"","book_review_author":"","book_review_genre":"","book_review_isbn":"","book_review_publisher":"","book_review_release_date":"","book_review_format":"","book_review_pages":"","book_review_source":"","book_review_rating":"","book_review_summary":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_featured_media_url":"https:\/\/ravi.rajiniravi.com\/blog\/wp-content\/uploads\/2021\/01\/photo-1547139559-c89c59d117611.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/comments?post=1761"}],"version-history":[{"count":6,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1761\/revisions"}],"predecessor-version":[{"id":1768,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1761\/revisions\/1768"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media\/3979"}],"wp:attachment":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media?parent=1761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/categories?post=1761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/tags?post=1761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}