Present Parents Get the Only "Likes" That Matter

Not only do kids feel the pressure to perform better, so do the parents, who experience a sense of stress caused by the unrealistic ideals of parenthood portrayed in the media. Social media platforms play a big role, with parents admitting they are on some kind of competition with other families by sharing happy family photos.

“If we believed what we saw on social media, the perfect parent lives in a furniture showroom, bakes beautifully decorated sourdough cupcakes for every birthday, and never tires of making elaborate Halloween costumes,” says Farah Dib, Co-Founder and Creative Director at Twenty Agency. The Copenhagen-based agency signed Danish ice lolly brand Sun Lolly‘s campaign, inspiring parents to look for the only “like” that truly matters: That of their kids.

Under the line “don’t be perfect, be present,” the initiative captures the story of a dad making his kid laugh even at the risk of being tagged as “silly” by the rest of the world. The two-minute-long video is accompanied by a soundtrack that is composed as an ode to parenthood. “Fool for You” by Anna Olivia perfectly complements the emotions that embrace us when we become parents and that follow us through generations.

The brand’s initiative is the first emotional brand campaign in Sun Lolly’s more than 40-year history as a classic, unpretentious family treat that has grown to become synonymous with nostalgic childhood summers. “After years with a focus on in-store and product communication, we’re now boosting the emotional connection to the brand. Essentially, Sun Lolly’s reputation as a reliable go-to has become its competitive advantage,” explains Mette Klitvang Mehlsen, Regional Marketing Manager, Europe, Sun Lolly.

Sun Lolly released the campaign as a response to the growing trend of new treats entering the market and popping up on Instagram feeds, with 6 out of 10 parents feeling the pressure to be the “perfect parent,” a title they have to “achieve” because (social) media dictates so. Social media platforms are cool, as they allow us to connect more with others and share perfect moments we capture. Yet, the other side — comprising of bad days — isn’t shown on these channels.

“Working with a brand that has this much heritage and an iconic status is always both exciting and daunting. It’s been a privilege to create a campaign that speaks to the heart of some of the most universal truths about parenthood, and rallies against the unbelievable pressure and expectations parents are up against today,” adds Dib.

“The most exciting aspect of this work has been finding the strategic space and cultural tension where Sun Lolly has permission to speak, and where the brand can connect to a deeper emotional meaning. This is just the first step towards building a strong brand that can continue to inspire Nordic families for many years to come, and we’re really excited to see the impact it will have over time,” Dib concludes.

So, thumbs up for the brand and the agency, which managed to put a smile on our faces at the sight of a father who does his best to put a smile on his daughter’s face.