BBH's love letter to dads

It's less than two weeks until Father's Day in the UK and, in preparation for the event, Prostate Cancer UK has released this new film, called Ode to Dads, which celebrates fathers.

The candid two-minute film, created by BBH London and directed by Dan Emmerson through Somesuch, is a heartfelt reminder of why dads can be so special. The film highlights, among other things, their uniformly bad jokes, their insistence on turning the heating down, their bad dress sense and even worse dance moves. But, beyond all that, we are also reminded of how dads are there when you're hurt, be it physically or emotionally, and how they give love, time and support unconditionally. 

The film is set to a reworded version of She’s the One, originally recorded World Party and famously covered by Robbie Williams, and a 90-second version of the spot has also been created for TV.

“Prostate Cancer UK’s mission to stand with men got us thinking about what life would be like without the men we love and all the things we’d miss, especially when it comes to our fathers," said Nick Gill, Creative Director at BBH. "So, Ode to Dads was conceived – a love letter to them, and a celebration of all the day-to-day eccentric dadisms we wouldn’t be without.”

“From dancing with no concept of rhythm, to providing a reliable late night taxi service or just a shoulder to cry on, there is so much to love about dads," added Ali Day, Director of Communications at Prostate Cancer UK. "The tragedy is this leaves so much to miss when they are no longer with us. Thirty men die of prostate cancer every day. That is 30 dads, uncles, brothers and friends who will be lost this Father’s Day alone. Our campaign has been created to remind people what they would miss in a world without dads."