Gillette Hijacks Web Search to Get Sons to Ask Their Dads Advice for Father's Day

Campaign Urges Boys to Ask Fathers, not Google, for Help

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Gillette's Father's Day campaign this year revolves around the idea that sons don't always ask their dads for advice these days -- instead, they go online.

The company and agency Grey New York decided to intercept web searches via links answering popular "how to" search terms and key words. These redirect those viewers to a video, featuring a group of fathers and sons of different ethnicities and languages.

In the film, sons first ask the web for advice on stuff like how to tie a tie, how to fry and egg and (of course) how to shave. Their dads then appear and give them their own tutorial -- which, of course, trumps Google with a more personal approach.

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Jun 16, 2016
Grey New York
Chief Creative Officer:
Andreas Dahlqvist
Executive Creative Director:
Leo Savage
Executive Creative Director:
Jeff Stamp
Art Director:
Garam Park
Andrew Shaffer
Jr. Art Director:
Robert Jencks
Jr. Designer:
Robert Jencks
Associate Director:
James McPherson
James McPherson
Assistant Producer:
Chase Wagner
Senior Integrated Planner:
Kristian Henschel
EVP Account Director:
Brian Weston
SVP Account Director:
Elizabeth Gilchrist
VP, Account Director:
Gabi Newton
Account Supervisor:
Robyn Hendel
Production Company:
Untitled Films
Tyler Williams
Tom Evelyn
Line Producer:
Jason Friedman
Director of Photography:
Jesse Louttit
Editorial Company:
Rooster Editing
Jeff Poremba
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