BOSTON--(BUSINESS WIRE)--Tying a tie, throwing a football, and mastering the morning shave are just a few of the classic moments typically shared between fathers and sons. However, in a world where screen-time tends to outweigh actual face time, the internet often replaces dad as the go-to resource for “how to” information. With Father’s Day on the horizon, Gillette® [NYSE: PG], the world’s leading men’s grooming brand, is putting the spotlight back on dads through an integrated campaign that encourages guys, no matter where they are or what they’re doing, to “Go Ask Dad.”
“For generations, fathers and sons have shared the iconic experience of a first shave,” said Carlos De Jesus, North American Shave Care Brand Director at Gillette. “Our hope is that this campaign will serve as a reminder of the value of the father and son connection in all facets of life and encourage sons of all ages to reach out to their dads this Father’s Day.”
“Go Ask Dad”
While the internet may “know all,” it’s dads who often know best for their own sons because they know them like no one else. Beginning June 6, the Gillette campaign demonstrates this with the release of its “Go Ask Dad” video, which opens with unsuspecting sons from around the world struggling to complete a series of tasks using guidance only from the internet. Dads then enter to lend a much needed hand, showcasing the power of fatherly advice.
To remind guys of the value their dad brings, Gillette is also intercepting the highest volume of “how to” internet search terms and keywords, redirecting to the “Go Ask Dad” video, and encouraging them to reach out to their dads instead – on Father’s Day and every day.
Celebrating Dads and Empowering Sons with the National Center for Fathering
In an effort to support father and son connections, Gillette has partnered with the National Center for Fathering, a non-profit organization centered on fostering the relationships between fathers and sons. Gillette will donate $50,000 to the National Center for Fathering, helping them onboard more dads into their Watch D.O.G.S. program, which will directly impact up to 55,000 teens in high schools across the country.
Gillette, the Best a Dad Can Get
Giving dad a Father’s Day gift is just one way for a son to return the favor for the life lessons he has been taught. The first shave has been one of those key father-son moments for many generations. So this Father’s Day, return the favor to Dad and gift him the best a Dad can get: the Gillette Fusion ProShield with FlexBall Technology razor with a Gillette Shave Club year-long subscription.
Club membership offers a range of customizable shave plans to fit dad’s blade or handle preferences, and you can sign him up at www.GilletteShaveClub.com.
For over 110 years, Gillette has delivered precision technology and unrivaled product performance – improving the lives of over 750 million men around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave prep (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit http://www.gillette.com/. To see our full selection of products, visit http://www.gillette.com/en/us/shop-now.aspx.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
About Watch D.O.G.S.
WATCH D.O.G.S. (Dads Of Great Students) is an innovative educational initiative of the National Center For Fathering. Created by parents and educators for a single school in 1998, WATCH D.O.G.S. has since grown into a nationally recognized program bringing hundreds of thousands of fathers and father-figures into the classrooms and hallways across the country every school year. Annually the WATCH D.O.G.S. volunteers provide millions of “in school” volunteer hours as they support the students and the teachers and work to enhance the educational process. To find out how to bring WATCH D.O.G.S. to your school visit http://www.fathers.com/watchdogs or call us at 888-540-3647.