Mark's begins Father's Day campaign
Clothing retailer Mark's has begun a new advertising campaign timed to coincide with Father's Day. Developed by Taxi of Toronto, the campaign includes a 30-second television commercial that depicts a father as an "everyday hero." This is accompanied by 15- and six-second online ads as well as social media ads and online banners. Media work was conducted by Touché, with public relations support from Veritas Communications.
The social media component includes a contest that invites consumers to post drawings by their children depicting them as superheroes. Prizes include two trips to the CFL Grey Cup championship game and a Mark's shopping trip with country singer Brett Kissel.
"What better way to celebrate dads than to see who they are through the eyes of their children," said David Lui, vice-president of marketing at Mark's. "We wanted to continue to tell our 'Well Worn' story by creating an emotional connection with consumers who can relate to their dads as superheroes. These are the dads who give their all to their families, day in and day out, and earn the title of hero every day."