Tribal Worldwide, Toronto has a new Canadian online campaign for Peanut Butter Cheerios illustrating “How to Dad.”
The father in the spot is a welcome departure from the idiotic paternal human punchlines still typical in advertising. He gives a quick, ADD style lecture on fathering while touring his house, after being awoken by his son modeling his new horse mask (which he reacts to remarkably well). The product integration is at times a bit awkward, the word “awesome” appears too many times (including twice in one sentence in the line “Because being a dad is awesome, just like new Peanut Butter Cheerios are awesome,”delivered near the spot’s conclusion) and the ending really takes the goofiness level over the top. Still, it’s nice to see dads represented this way, so we’ll chalk it up as a step in the right direction and a sign that perhaps the idiot dad stereotype is finally on its way out.
The campaign also features a Tumblr with fathering advice for those who want to step up their dad game and a #HowToDad hashtag which the brand hopes will generate discussion amongst paternal consumers. Stick around for credits after the jump. Read more