Gillette Rolls Out ‘Go Ask Dad’ Campaign

Tying a tie, throwing a football, and mastering the morning shave are just a few of the classic moments typically shared between fathers and sons. But with screen-time tending to outweigh actual face time, the internet often replaces dad as the go-to resource. With Father’s Day on the horizon, Gillette says it is putting the spotlight back on dads through an integrated campaign that encourages guys, no matter where they are or what they’re doing, to “Go Ask Dad.”
 
“For generations, fathers and sons have shared the iconic experience of a first shave,” said Carlos De Jesus, North American shave care brand director at Gillette. “Our hope is that this campaign will serve as a reminder of the value of the father and son connection in all facets of life and encourage sons of all ages to reach out to their dads this Father’s Day.”
 
Beginning today, Gillette “Go Ask Dad” video, which opens with unsuspecting sons from around the world struggling to complete a series of tasks using guidance only from the internet. Dads then enter to lend a much needed hand, showcasing the power of fatherly advice.
 
Gillette is also intercepting the highest volume of “how to” internet search terms and keywords and redirecting to the “Go Ask Dad” video, and encouraging them to reach out to their dads instead – on Father’s Day and every day.
 
In an effort to support father and son connections, Gillette has partnered with the National Center for Fathering, a non-profit organization centered on fostering the relationships between fathers and sons. The P&G brand will donate $50,000 to the National Center for Fathering, helping them onboard more dads into their Watch D.O.G.S. program, which will directly impact up to 55,000 teens in high schools across the country.