This Heartwarming Ad for Vintage Toys is Absolutely Not Going Where You Think It's Going

When your inner child wins over your actual one

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

In this spot for Dallas Vintage Toys by ad agency Dieste, a father helps his young son build a robot costume out of cardboard, old washing-machine hose, aluminum foil and other odds and ends.

Cue the family hug.

But wait! It's only in the first 30 seconds that the narrative zigs into Hallmark Halloween territory, before zagging in an unexpected direction. Enjoy the twist before reading further.



Whoa. So dad's a showoff who went and got an awesome Transformer-esque robo-suit for himself—one that makes his kid's getup look like crap? What the heck is this ad all about?

"It's good to indulge ourselves with what makes us happy from time to time," Dieste executive creative director Ciro Sarmiento tells AdFreak.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in