In honour of Father’s Day last month, Vicks Vaporub rolled out an ad film that looked at the bond between fathers and their sons. The work was conceptualised by Publicis New York with the help of Publicis India.
The film begins with a montage of fathers playing with their young children. A super reads, “At Vicks, we believe in the power of a parent's touch.” The scenes that follow feature fathers taking care of their sons when they are sick, helping them read and looking after them. A super questions why fathers and sons stop hugging. Once again, a series of images shows the growing separation between fathers and sons as they grow older. The film cuts to a super that reminds the viewers to not be afraid of hugging the man who made them a man. As the music swells, the film shows the audience heart warming instances of fathers and sons lovingly hugging each other before ending with the message, “This Father’s Day, #HugYourFather.”