McCain taps dad jokes to strengthen father-son bonds

McCain has launched a through-the-line campaign examining the role shared humour can play in helping fathers maintain emotional connections with their sons during pre-teen and teenage years.

The campaign, titled The “Dad Joke” Effect – Dads, Boys and the power of joy, spans video-on-demand, out-of-home, social media, digital, influencer and earned media channels. Developed in partnership with charity, the campaign features fathers and sons from across the UK alongside TV personality and his son Jasper in a portrait series photographed by.

Campaign focuses on emotional connection

McCain said the campaign was informed by research and insight from Beyond Equality exploring how boys’ emotional expression changes between the ages of seven and 11 as they become increasingly influenced by peers, media and older male role models.

The campaign encourages fathers and father figures to use humour and playfulness to maintain close relationships with their sons as they grow older.

Creative agency led campaign development alongside media agency, social and influencer agency and communications agency. The campaign runs until 10 June across VOD, social media, digital, influencer, earned and out-of-home channels.

Film and social content highlight family humour

At the centre of the campaign is a film directed by Jim Archer and produced by Minds Eye, focusing on playful interactions between fathers and sons.

The out-of-home campaign includes photography by Rankin featuring fathers and sons from across the UK alongside Joe Marler and Jasper.

McCann is leading the campaign’s social and influencer activity across Instagram, TikTok, Facebook and YouTube through creator partnerships and short-form content based on everyday father-son interactions.

Research highlights concerns among fathers

As part of the campaign, McCain and Beyond Equality co-authored a report titled The “Dad Joke” Effect: How shared laughter keeps pre-teen boys close. The research found that 55 percent of fathers of boys aged seven to 11 feel pressure to raise their sons according to traditional masculine stereotypes, while 63 percent worry their sons will become more distant during their teenage years.

The report also found that 54 percent of respondents wanted a closer relationship with their sons but were unsure how to strengthen that connection.

To support the initiative, McCain will host a one-night comedy event headlined by on 1 July, with tickets available through a £5 donation to Beyond Equality.

Campaign supported by celebrity talent

Laura Koscik, Director, Marketing, McCain Foods GB: “This campaign started with a simple but powerful insight: as boys grow up, it can become harder for dads to stay connected in the same easy, playful way. We wanted to create a call to action that felt tangible and relatable, showing dads that something as simple as moments of humour and playfulness can make all the difference.”

Joe Marler: “As my boys get older, I’ve become much more aware that staying close takes a bit more intention, it doesn’t just happen like it used to. Being part of this campaign with my son is something I’m genuinely proud to be involved in.”

Josh Widdicombe: “Sometimes the best way to bond is just by having a laugh. It’s simple but true, especially as kids get older and meaningful conversation with them can take a bit more effort.”

Ben Tollett, Group Executive Creative Director at adam&eveDDB: “As the father of two teenage boys, I know from experience that isn’t always easy to make them laugh. Here’s to those who never give up on giving it a shot.”

www.mccain.com

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