Just in time for the fast approaching Father’s Day, TBWA/MAKE has partnered with The Warehouse to launch ‘Last Dad Standing’, a comedic TVNZ series created with Warner Bros.
Hosted by ‘How to Dad’s’ Jordan Watson and comedian Mel Bracewell, the six part serious sees Kiwi Dads battle each other with eye-rolling, cringeworthy dad jokes to win prizes and raise money for charity.
Set up in a boxing ring, each round features two ordinary dads aiming to crack the corniest joke, the dad who laughs at their own joke first, is out. Each episode also brings in two celebrity dads who each go head to head to raise money for a charity focusing either on families or mens mental health. The grand winner will also receive $ 10,000 towards a charity of their choice which has been donated by The Warehouse.
The Warehouse’s general manager of marketing, Anna Lawrence says the brand wanted to take a unique approach to a traditntal promotion period.
“When we saw ‘Last Dad Standing’ we knew it would fit with our vision for Father’s Day.
Everyone’s had a rough year and this idea celebrates dads, gets families to spend quality time with each other and helps charities in need of funding. It’s a win win all round. We all definitely need a laugh right now and there’s nothing better than a good dad joke to lighten the mood and bring us all together.”
TBWA is disrupting the model for how brands work with production partners to achieve great Kiwi entertainment and end to end campaigns. TBWA NZ’s chief creative officer, Shane Bradnick, says the team felt New Zealand needed some light relief in time like these.
“It got us thinking about the stuff dads do that makes us laugh, the dad dances, the dad jokes, the stupid fun stuff. We wanted to create a way to bring Kiwis families together to celebrate the awesomeness of dads for Father’s Day.
Partnering with Warner Bros. to develop and format the show and then having them produce the show for TVNZ has been an awesome experience. The talent and speed at which they worked with us and then delivered the show was outstanding.”
The series aired on August 13 on TVNZ 2 and will be promoted by The Warehouse channels across TV, social, in-store, digital and OOH.
Credits:
Client: The Warehouse
Agency: TBWA\Group NZ
Show Concept: TBWA\MAKE & Warner Bros. International Television Production New Zealand
Production Partner: Warner Bros. International Television Production New Zealand
Broadcast Partner: TVNZ
Media Agency: OMG
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