Ogilvy and Mather has created a new print ad for Toblerone, the number one best-selling confectionery item for Father’s Day*, in support of one of the most important days in dads’ calendars.
The advertisement runs with the strapline, ‘Keep your dad happy this father’s day (He knows where the photos are)’. It features an eclectic line-up of snap-shots featuring off-spring wearing a variety of embarrassing clothes, expressions and hair dos that they would probably prefer to be kept secret – for ever.
The campaign launches on 18 June and will be supported on Toblerone’s Twitter and Facebook sites.
Sue Higgs, Copywriter and Andy Bird, Art Director at Ogilvy & Mather created the campaign.
Says Sue Higgs, ‘‘This ad was great fun to work on. Toblerone is a fantastically popular gift for Father’s Day and we wanted to endorse its popularity with an ad that will engage and amuse everybody who has a special dad who knows where the photos are!’
* Source: Nielsen 4 weeks to Father’s day 2010. Context is Pralines and Tablets >300g.