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Just in time for National Fatherhood Week (June 11-17), the Neiman Group in Philadelphia has created a spot for the Pennsylvania Fatherhood Initiative urging fathers to spend time with their children.

For the $1 million-plus effort, which includes a TV spot, cinema slides and radio, the shop didn’t want to shame dads into being with their kids, said Buffy McCoy-Kelly, associate creative director.

“The easiest thing to do would be to point fingers, or scare dads by showing them what bad things could happen if they don’t spend an adequate amount of time with their children,” she said.



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