Father’s Day- The day dedicated to the silent heroes of our lives. The day to celebrate the silent actions and sacrifices of the hard-working soul of the family. While we celebrate and cherish a father, brands roll out ads and campaigns to capitalise on this incredible day.
Somehow trying to gain visibility and sometimes increase their sales.
And there have been numerous such ads that stand out. Some are humorous, others energetic, while others are just wholesome.
But you know what kind of ads have the most impact on a human being?
The emotional ones.
Because they connect!
And that’s exactly what this ad by HealthOK does.
It’s a brilliant display of real-life scenarios between a father and son. And showcases the complexities of the relationship between both.
The tough love, as it’s called.
The campaign, named “Express The Tough Love”, explores just that.
Before we jump into the ad, it’s necessary to know what HealthOK actually is…
What is HealthOK?
Health OK is a line of nutritional supplements designed to support energy levels, immunity, and overall well-being.
It comes in various forms, including sachets and tablets, and contains a combination of vitamins, minerals, amino acids, and natural extracts like ginseng and taurine.
The supplement is intended to help individuals meet their body’s nutritional needs, especially those with busy lifestyles or dietary deficiencies.
Health OK is available in different formulations, such as Health OK Tablet and Health OK Sachet, each tailored to provide specific benefits like boosting energy, improving immunity, and supporting mental and physical health.
Now, back to the ad.
The Ad About Father & Son
The Ad starts by showing the sudden and growing disconnect that happens between the father and son as the son grows older.
But this disconnect is not caused due to any fight. But just because of the inability of men in society to express their emotions.
The usual case in an Indian household- where there’s very minimal communication between the son and the father.
“A sense of fear and respect” from the son, as mentioned in the ad.
The once playful relationship turns serious as time passes. Mainly due to the lack of communication(Both behavioural and verbal)
The anger is expressed, but the immense love that the father carries is difficult for him to express.
The father is stuck in this situation of:
“Anger cannot be controlled. And love cannot be expressed”
All this eventually comes to an emotional conclusion when the son gets to know about his father’s love, calls his father and says those very words that every son wants to say to his dad, but finds it difficult to:
“I LOVE YOU, DAD”
And the father finally expresses his love in words, replying, “I love you too, beta”
Makes us emotional just looking at this scene. A dream for all of us!
What Works?
Like Father’s Day ads by most brands, HealthOK did not try to showcase its product and promote it.
In fact, there is only a slight display of the father & son consuming the pills.
What takes the centre stage is the complex relationship between the two-
The father and the son.
The tough love between them that EVERY SINGLE ONE OF US can relate to.
The authenticity and genuineness of the ad are what made it work.
Just the pure relatability and connection to every father & son living in India.
The Takeaway
Not everything has to be about your product.
You don’t have to promote & sell your product on every special occasion.
The main intention should be to connect with the audience and with the occasion (in this case, Father’s Day)
That’s the secret recipe to stay in your target customer’s heart forever!
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