| Title | A Dad's Job |
| Brief | 15% of Middle East homes don’t have a father.But single moms remain a taboo in Arab culture. Often, seen as having failed at being good wives or good mothers.Never shown in advertising.Home Centre, a home furniture retailer, activated its purpose, “Enabling every home to tell its own unique story”, by challenging this cultural taboo.On Father’s Day, a launch film told the story of homes without fathers, featuring real Arab single moms, NOT actors, showing children sharing tributes in what seemed like yet another Father’s Day ad, until a rug pull moment.The message immediately triggered 53% negative reactions from conservative sections of Arab society.But we persuaded Home Centre to persist, effectively transforming channels meant for Father’s Day into channels recognising, celebrating, and supporting Arab single moms; in turn, including and integrating single moms into not just Father's Day, but also, into conversations and brand actions. |
| Agency |
FP7/DXB - McCann Worldgroup
|
| Campaign |
A Dad’s Job
|
| Advertiser |
Home Centre
|
| Brand |
Home Centre
|
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| Posted | November 2021 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
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Case Study
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