To help dads keep their boys close, we helped McCain launch a new campaign encouraging father figures to use the power of playfulness and make their son laugh every day. McCain has always championed families and the moments that bring them together at mealtimes – and this time used its position to spread positivity with dads and younger lads, before they get to the stage where the dynamic shifts. 

At the centre of the campaign was a heartwarming film spotlighting those playful, silly moments between different father-son relationships. The OOH campaign featured real dads and lads alongside Joe Marler and his son Jasper.

The campaign featured talent-led content, creator collaborations and short-form social films inspired by the everyday banter, rituals and moments of humour that shape father-son relationships. Designed with a social-first approach, the content captured the warmth, silliness and familiarity of those interactions in ways that feel authentic to each platform. Alongside this, influencer partnerships with father figures and family creators from across the UK helped bring the campaign to life through real moments of connection, encouraging dads to “keep the jokes coming” as their boys move towards their teenage years.

McCain also partnered with Beyond Equality to co-author “The ‘Dad Joke’ Effect: How shared laughter keeps pre-teen boys close”, a new report that sheds light on the concerns of father-figures to pre-teen boys revealing that over half (55%) of dads to 7-11 year old boys feel pressure to raise their son to fit traditional masculine stereotypes. Meanwhile 63% worry their son will drift away in their teenage years and 54% want a deeper relationship with their son but don’t know where to start.