Father’s Day is the third-largest sales period of the year for Craftsman (after Christmas and spring) -- and in anticipation, the brand is launching a new ad campaign that wants families to "make Father's Day a real holiday" by asking, What does Dad really want?
This campaign marks the first work from Havas Worldwide Chicago since being named creative AOR for Sears' Craftsman and DieHard brands and social AOR for the Kenmore brand this past spring.
The concept puts a unique spin on the universal truth that Father’s Day lives in the shadow of Mother’s Day and families should give Dad the celebration he deserves.
In the campaign, fathers are celebrated for their habits and activities. And this event now has its own music. "We wanted to make Father's Day a real holiday, and no holiday is complete without songs," say Havas executives.
The campaign runs across TV, digital and social to drive social content distribution and social membership while also driving retail and e-commerce sales.
Craftsman and Havas aimed to introduce a bold, intriguing creative idea that "puts Craftsman in the hero role of Re-Making Father’s Day into a legit holiday," the agency said. All previous Father's Day advertising was very traditional "Father's Day Sale" driven.
Looking forward, the campaign will evolve into the next year, particularly to incorporate new brand thinking, new traditions and associate Craftsman with fun for dad for Father's Day.