Dads, This Is What Could Happen if You Stop Hugging Your Kids

Poignant Ad for U.K. Laundry Is an Eye-Opening Reminder About Parental Love

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Have you ever cried over a laundry detergent ad? Well, steel yourself now because this poignant Father's Day ad from Procter & Gamble's U.K. brand Fairy about a real-life father and son will bring a tear (or more likely, many) to your eye.

Created by Leo Burnett London and Holler (part of the team behind Always's Like a Girl), the ad tells the story of Stephen and his son Ben. Their story is a sad but perhaps very familiar for many dads and their boys: they had a tender, close bond when Ben was a child, with lots of hugs, but grew apart when he reached his teenage years. The ad, directed by Amanda Blue of Tantrum, ends by reminding us to "Keep Hugging."

The campaign champions the idea that we should #NeverStopHugging our babies: no matter how old they are. It ties into Fairy's strapline, "The Power of Soft."

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Jun 16, 2015
Leo Burnett London / Holler
Executive Creative Director:
Justin Tindall
Creative Director:
Will Pyne
Creative Director:
Charlie Martin
Art Director:
Nick Bygraves
Emma Brooker
Agency Producer:
Emma Clapton
Amanda Blue
Production Company:
Stuart Wrigglesworth
Director of Photography:
Ian Murray
Production Designer:
Ben Smith
Costume Designer:
Helen Wrigglesworth
Nik Hindson
Steffan Perry
Sound Engineer:
Lennert Busch
Agency Brand Planner:
Kit Altin
Agency Digital Planner:
Cristina Tudor
Agency Digital Planner:
Laura Jones
Brand Team:
Michalis Hamalellis
Brand Team:
Mathilde Sinniger
Brand Team:
Bugra Tiras
Brand Team:
Sara Ekman
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