the truth:

Father’s Day is when most brands focus on stereotypical messaging, so this year for Philips, we decided to shift the focus to a campaign that's emotional, humorous, and relatable.

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the plan:

We leveraged the idea of “Dad Jokes” – something that’s timeless and genuinely authentic. We struck that emotional chord with online videos, and created an interactive "meme generator" that went beyond convention, to facilitate engagement and sharable content across social platforms, all while driving awareness of Philips grooming products.

i. Show dad you care, even when he's off "duty"

ii. How do you get a kleenex to dance?

iii. Why do cows have hooves?

iv. Meme Generator