The agency wanted to bring “humor and heart” to the truism that mom carries a heavy load—often planning her own Mother’s Day celebration—and “give dad a little nudge to step up,” according to Bruno Acanfora, chief creative officer of Gut.
“As a dad, this campaign really hit home,” Acanfora said. “It made me think about all the invisible things moms do, and how easy it is to let that go unnoticed.”
‘Default parent’
As evidence that moms do more than their fair share, a 2023 study from Syracuse University found that moms are often the “default parent.” Schools call them first, for instance, even when dads are listed equally on emergency contact forms.
According to a recent NIQ study, consumers plan to recognize mom on the holiday, though many (one in four) wait until the week before to do their shopping. Among the top picks are flowers, chocolates, jewelry, perfume, gift cards, and wellness items. Department store shoppers will amp their spending in 2025, with an average of $190 devoted to mom gifts, per the researcher.
“DoorDad” will run through May 11 on connected TV, online video, social, display, podcasts, and influencer channels.
