#OdetoDads is a love letter to dads, celebrating their bad jokes, out-of-control cable hoarding and obsession with the thermostat. A reminder of everything that would be missed about dads if they weren’t around.

The campaign featured a two-minute hero film, ‘Ode to Dads’, candid video and photography showing real fathers getting up to typical dad behaviour, set to a version of ‘She’s the One’, originally by World Party and famously covered by Robbie Williams. 

The film acts as a sobering reminder of how many people are robbed of being with their dads by the disease. 

A 90s version has also been created for TV, which will premiere on Friday on Channel 4 during Celebrity Gogglebox. 

The film acts as a sobering reminder of how many people are robbed of being with their dads by the disease. To support the film, out-of-home (OOH) and digital out-of-home (DOOH) ads shot by Tom Craig were rolled out nationwide.