With dad’s special day coming up on Sunday, Arc/Leo Burnett creative directors Tony Rogers and Michael Starcevich just put the finishing touches on what they’re calling a music video/psychological experiment. The idea behind this effort is to highlight the connection between fathers and daughters, and to do so, the team brought in 35 unsuspecting girls and women of all ages to take part in the video. Little did they know that after staring right into a concealed camera, they were going to be surprised by their dads, who each share their personal thoughts about their special girl (is it getting dusty in here?). Their reactions are captured in slo-mo HD and the end result is the music video below (the song, “Call the Press and Send Their Best,” was penned by Rogers himself).
According to Starcevich, “the most interesting thing about this whole project is how it affected the fathers involved, and also the entire production team.” If this doesn’t warm the cockles and make you want to give dear ol’ dad a big hug this weekend, we don’t know what will.