Ode To Dads

Quirky habits, bad jokes and even worse dancing feature in a new campaign for Prostate Cancer UK, created by BBH as a love letter to dads in the run up to Father’s Day on June 19, and a reminder of everything we’d miss about them if they weren’t around.

In BBH’s two-minute hero film, ‘Ode to Dads’, candid video and photography show real fathers getting up to typical dad behaviour, set to a version of “She’s the One”, originally by World Party and famously covered by Robbie Williams. A 90s version has also been created for TV, which will premiere on Friday on Channel 4 during Celebrity Gogglebox.

Inept DIY, obsessive vinyl ordering and an extensive variety of dad-relatable antics feature – but there are plenty of moving moments too, from a father offering his broken-hearted daughter a shoulder to cry on, to the dad who gently tends to his child’s scraped knee. ‘Imagine a day without our dads’, it says, before urging audiences to visit www.prostatecanceruk.org/fathersday help save lives this Father’s Day.

The inspiration for the campaign comes from Prostate Cancer UK’s “Men, we are with you” promise. Over 11,500 men die from prostate cancer each year, with over 30 men estimated to die this Father’s Day alone. The film acts as a sobering reminder of how many people are robbed of being with their dads by the disease.

With campaigns like Ode To Dads, Prostate Cancer UK aims to raise awareness of the disease and vital funds for lifesaving research to help diagnose prostate cancer earlier. The campaign is aimed in particular at an audience of people with Dads over 50 who might find themselves worrying a bit more about their ageing parents’ health.