RTO+P, Taye Diggs Break Out the ‘Dad Jam’ for Dockers

By Erik Oster 

Red Tettemer O’Connell + Partners teamed up with Taye Diggs for a Father’s Day campaign built around Diggs’ “Dad Jam.”

The spot sees Diggs singing lyrics like “Get down with your dad self” and “all good in the fatherhood” while dancing and generally celebrating dad style. In other words, this is one of the more paninful to watch Father’s Day ads you’ll see this year. Near the end of the spot, Diggs alludes to last year’s “Stop Dad Pants” spot with the Smokey Bear-esque line, “Only you can stop dad pants.” The digital campaign features media buys on sites including Esquire, Hulu, Bleacher Report and Flipboard, as well as promotion on Dockers’ social media sites with the #DadJam hashtag.

“The strategy is to celebrate that fatherhood and style are not mutually exclusive,” Steve Red, chief creative officer of Red Tettemer O’Connell + Partners, explained to Adweek. “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.”