Grey, Melbourne has created a thought-provoking print ad for TAC in the lead-up to Father’s Day, this Sunday 6th September.
Agency: Grey, Melbourne
Writer: Nigel Dawson
Art Director: Pete Becker
Associate Art Director: Amahl Weeratne
Photographer: Stuart Crossett
This is the copy:
This year I’m getting hankies for Fathers’ Day.
I know – it’s a pretty crap present, but they’re not for him. They’re for me.
You try to ignore Fathers’ Day but it’s not easy when all you see are adverts for cordless drills and leaf blowers and loud voices saying ‘Make Dad’s day’. Ha, if only.
Best thing I ever did was a photo of me with Ben as a puppy that I spent ages putting in a frame with shells around it. Dads keep that sort of stuff forever.
Dad, I wanted you to embarrass me on my 21st with sooky stories like me having a crush on Dean at Primary School, not me having to stand up and tell everybody what a great dad you were. Even when you got narky – I could never take you seriously when you went ballistic with me: “I’m not going to tell you again”, but you always did.
But Dad, that’s nothing to how angry I am with you now – angry, sad, empty and all that…stuff mixed up in one big…blah.
Have you got a Dad? – sure you have; well stuff buying him presents, just tell him – tell him how important he is.
Tell him one day you want to see him hold his first grandkid in his big old ugly hands.
Tell him to think about you before he has that extra beer on his birthday and decides to drive home.
If you drink, then drive, you’re a bloody idiot.