rebel says thank dad for being on your team in new Father’s Day campaign via The General Store
Inspired by the enduring spirit of fatherhood, creative agency The General Store has launched a Father’s Day campaign that follows the powerful journey of dads being there for their children through the ups and downs of sports and life.
Says Marcus Tesoriero, chief creative officer at The General Store: “Dads express their love in many more ways than a hug. Quite often, they say it with sport. This campaign is an opportunity to thank dads for their relentless support and to recognise the huge, daily impact they have on their children’s lives.”
In the hero film, viewers are taken on an emotional ride through a combination of cinematic shots and slice-of-life snapshots in a mixed media approach. The narrative unfolds like an emphatic locker room speech, while dads perform humbling (but in their own way courageous) acts for their children, in and around sport.
Says Sophie Lander, managing director at The General Store: “We wanted to show how dads can be the unsung heroes, turning daily challenges into triumphs. This campaign aims to capture the essence of fatherhood, highlighting the resilience, dedication, and support that dads provide, day in and day out.”
The ‘Thank Dad For Being On Your Team’ integrated campaign is rolling out across digital media, social channels and in store experience. The film concept was brought to life by accomplished director (and proud new father) Michael Gupta, whose client experience spans ASICS, Forbes and YES23.
Adds Rosemary Martin, general manager of E-commerce and marketing at rebel: “At rebel we are proud to shine a light on the powerful role that sport plays in the daily triumphs of dads everywhere. The General Store has drawn on their expertise, from concept to execution, bringing this work to life in its entirety.
Client: rebel
General Manager of E-commerce and Marketing: Rosemary Martin
Head of Marketing: Brock Coleman
Business Marketing Manager – Performance & Lifestyle Apparel: Jo Power
Creative Agency: The General Store
Partner and CEO: Matt Newell
Managing Director: Sophie Lander
Strategy Director: Andrew Kohn
Chief Creative Officer: Marcus Tesoriero
Art Director: Isabella Novak
Copywriter: Catherine Risbey
Group Account Director: Andrew Henderson
Agency Producer: Henry Richardson
Production Company: Photoplay
Director: Michael Gupta
Director of Photography: Alex Serafini
Executive Producer: Bonnie Fay
24 Comments
Proud Work Dad right here.
I wish that was made with AI because at least then you wouldn’t have wasted money on it. That’s a hard watch
Yes go G Store absolute pulling at the heart strings with this one. Well done Soph, MT and the team – looks like a beaut collab as always
Good work
Some ads should be kept to 916 and stay on social. This is one of those
2 proud dads.
I mean it’s no W+K Thank You Mom…https://www.youtube.com/watch?v=bQoJqDi8490
What would have been better. Is not doing anything at all.
This is an eyesore. Wish I couldnt see it
Difference in craft and story telling is miles away. I am sure the monkeys are laughing
https://www.youtube.com/watch?v=fb9RlbAL4PM
But it works for rebel and dads.
This is not.
Could have been so much better.
So could the casting.
Like a bad version of Thank You Mom
Like
The senior client comment about the agency and not to work smells fishy
They said it but with a gun to their head. “The General Store has drawn on their expertise, from concept to execution, bringing this work to life in its entirety”.
Trying to make this make sense for the rebel strategy and platform. This is why Monkeys do the strategy and brand and GS do retail and blandness. Is that what I am sensing?
Don’t try to execute this idea at that budget and with that cast. Genuinely hard to sit through.
This work is woeful.
Not work I would be proud of. I work at a bottom tier agency.
Isn’t sport meant to be empowering and inspiring. This is just plain old sad and depressing.
You cannot convince me that g store aren’t asking their staff to comment. call this what it is. bad.
The inhouse creative team would be annoyed that this brief was farmed out to the General store. The inhouse CD is so much better. Proof is in the previous work done by REBEL.
This is truly awful.