The Gillette branded campaign kicked off with TV ads during the England v France Euro 2012 game yesterday (11 June).
The activity is part of a global campaign that uses the same creative idea tailored to local markets by using different Olympic athletes in each region.
UK TV activity, starring Gillette brand ambassador Roger Federer and P&G’s Team GB brand ambassadors Liam Tancock (pictured) will run for two weeks replacing P&G’s mum-focused messaging.
It will be supported with Facebook activity offering giveaways and competitions launching on Sunday (17 June)
Gillette will also continue to talk to dads in the run up to the Games as an extension of its Great Start coaching programme.
In the US, the Gillette dads campaign stars sprinter Tyson Gay alongside Federer. P&G in the US is also running a Twitter hashtag campaign inviting people to submit the best advice their dad ever gave them using #Herestodad. The submissions may go on to inform future campaign activity.
A spokesman for P&G says that although the mums campaign looks more broadly at families, it has prompted the question “what about dads?”.
The Father’s Day activity gives P&G the opportunity to use one of its leading male brands to celebrate the role that dads play in young athletes’ lives and link it with the Thank You Mum activity.
P&G also aims to grow awareness that Gillette is part of P&G as it was only acquired in 2005.