Extraordinary Dads

In a year when many of the nation’s dads have been parenting like never before, this Father's Day we worked with notonthehighstreet to recognise and celebrate that shift. 

While there have always been plenty of super active, stay-at-home and make-the-dinner dads in the world, never before have things been done so differently all at once. Finding themselves on hand for home schooling, bedtimes and nursery rhymes, discovering new ways to connect while divided by distance, fostering family smiles amongst the challenges, and re-evaluating work life in light of all we have learned.

To bring the campaign to life, we reached out to dads across the UK and asked them to share footage showcasing what it means to be a dad today. Representing a more holistic, nuanced and complicated fatherhood, our Father's Day film became a joyful call to recognise and share love for ‘extraordinary dads, in extraordinary times’.