Father's day

CREATIVE RATIONALE

Father’s Day advertising often falls into predictable tropes, socks, ties, tools, and sentimental clichés. For Yakta, a brand that engineers high-performance mowers designed for people who take pride in doing things right, we wanted to tell a different kind of love story, one that men would actually relate to.

THE INSIGHT
Men are often emotionally reserved, except when it comes to their machines. The mower, for many dads, is more than a tool; it’s a quiet sanctuary, a symbol of order, precision, and a few hours of peaceful solitude. We discovered that the bond between a man and his mower often runs deeper than most care to admit.

THE IDEA
“Dad’s true love. Don’t tell mom.”
With one disarming line, Yakta celebrates that very human, humorous truth, the mower as the object of dad’s quiet affection.