tag and Philips bring out the best in “Dad Jokes”

TORONTO (June 16, 2016)– Philips, in partnership with their creative agency tag, is adding a little levity and emotional connectivity to Father’s Day this year.

“Father’s Day is a time when most brands focus on stereotypical messaging, so we decided instead to focus on an irrefutable human insight; leveraging the idea of “Dad Jokes” because there is a high degree of authenticity with this insight that is both timely, and timeless, that people can instantly relate to.” says Danica Wolch, Director of Client Services at tag.

In addition to video ads highlighting how dad deserves the best this Father’s Day, tag went beyond convention by creating interactive banners that are believed to be the first of their kind in the digital media realm. In an effort to facilitate both fun and lighthearted user engagement, tag engineered online ads that host an active meme generator, allowing and encouraging users to create their own “Dad Jokes” meme right within the ad, and subsequently share it with their social media networks.

Philips remains the category leader in electric grooming, and aims to continue to drive awareness and sales by communicating both the emotional and functional benefits of male grooming products to gift givers during the Father’s Day season.

“Dad Jokes” is an extension of Philips’ 2015 Father’s Day campaign that helped Philips increase share in the total grooming category in the same time period versus year previous. The campaign will run nationally until June 21, supported by digital and print collateral.

tag has been the creative and strategic AOR for Philips for the last five years, creating campaigns for multiple Philips divisions, such as male grooming, female beauty, kitchen appliances, and oral health care.

For an example of the “Dad Jokes” meme generator, visit philipsdadjokes.ca.

About Philips

For over 120 years our meaningful innovations have improved the quality of life for millions, creating a strong and trusted Philips brand with market access all over the world. In light of key global trends and challenges – e.g. the demand for affordable healthcare, the energy efficiency imperative, and people’s desire for personal well-being – we are confident in our chosen strategic direction.


About tag

tag is an award winning advertising and communications agency that has been helping brands realize their full potential since 1995. Agencies in the tag network include tagtag franchise, tag enterprise and tag media. Each agency in the tag network is uniquely positioned and staffed with a fully integrated suite of disciplines offering expertise in advertising, communications, branding, marketing, promotions, digital, social media, franchise, B2C, B2B, media, public relations, strategy and communications planning. The agency is headquartered in Toronto, Ontario.


For further information or to coordinate an interview, please contact:

Danica Wolch, Director of Client Services

905 940 1948 x 203


View some #PhilipsDadJokes herehere and here