Interflora Looks at Father’s Day Sweetly Through the Eyes of a Very Messy Son

But he cleans up nicely in the end

The kid in Interflora’s new Father’s Day commercial keeps making a mess of his clothes. Milk and cereal, mud, paint, juice and jam all find their way onto his shirts and pants.

Guess he’s just a klutz. Or is he?

As we’ve learned from the flower delivery service’s past holiday spots, nothing is ever quite as it seems. And that’s true of this latest effort, which comes clean with a plot twist at the end:

Hey, Junior. Big Daddy can get his own dates! (Or maybe not.) Did that kid keep the laundromat under surveillance for weeks to make sure that woman would be there at a specific day and time? Creepy Cupid!

“There’s a big increase in single families, but almost all the focus is on single moms, while single dads get left behind,” says Mikkel Elung, creative director at Danish agency Brandhouse. “We know several of these dads and felt Father’s Day was a good occasion to give them some much needed love, kudos and attention. So, the idea is basically inspired by the many children doing small things to get their single dads to meet a new love of their life.”

It’s a simple idea, derivative but extremely well executed, and the spot might be just different enough to stand apart from much of the Father’s Day fare.

“The target is everyone with a dad,” says Elung. “Typically this will be daughters, as they tend to remember Father’s Day more than sons. But with this story we try to tap into that universal feeling of sympathy we all have with people struggling with creating a good life for their family—in this case, it’s a single dad and his son.”

As it turns out, the kid actor who appears in the ad—which, owing to its universal themes, will air beyond Father’s Day—caught a very lucky break.

“We had cast another boy, who was rehearsed and ready to perform the night before,” Elung says. “But on the day [of filming], he got stage fright and didn’t want to act at all.”

Ah well, that’s showbiz.

Strapped for time, the production team remembered another lad from earlier in the casting process, and raced to the youngster’s classroom to collect him for the commercial.

“It was a lucky strike that he acted so great,” Elung says, “and a strange experience for him to be yanked out of school to spend the day in front of the camera.”

Client: Interflora
Agency: Brandhouse
Creative Director: Mikkel Elung
Senior Art Director: Sigurd Bjerre
Production Agency: Bacon
Director: Martin Werner
Music: “Slow Mover” by Louise Alenius & Ben Kaniewski

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.