Fathers are hot in ads this year, and that's especially true as Father's Day approaches. Now, Dockers has tapped quadruple threat Taye Diggs—actor, singer, dancer, dad—to celebrate cool fathers.
A continuation of last year's "Stop Dad Pants" campaign, the new spot starring a slow-jamming Diggs, "Dad Jam," is an anthem that champions fathers and encourages them to stay stylish while being dads.
"The Dockers brand is synonymous with good guys everywhere," said Shaun Lewis, vp of global marketing for the Dockers brand. "After the success of last year's 'Stop Dad Pants,' where the Dockers brand teamed up with Sarah and Jim Harbaugh to create a movement ridding the world of ill-fitting pants, we wanted to celebrate dads everywhere by creating a fun video and original anthem for those who make fatherhood look good."
The campaign is digitally based, with digital and pre-roll media buys on Bleacher Report, Flipboard, Esquire and Hulu. The hashtag #DadJam is also being used to support the campaign on various Dockers social media profiles.
"The strategy is to celebrate that fatherhood and style are not mutually exclusive," said Steve Red, chief creative officer of Red Tettemer O'Connell + Partners, the agency behind the campaign. "This Father's Day, Dockers is tipping their hat to dads everywhere who wear fatherhood well—even while catching a bit of spit-up on the shoulder or throwing an appropriately stern glance toward their daughter's new boyfriend."
Check out the spot below: