skills/creative-director/references/legendary-campaigns/cards/bgh-dads-in-briefs-2022.md

---
id: bgh-dads-in-briefs-2022
title: "Dads in Briefs"
brand: BGH
year: 2022
country: AR
region: latam
industry: tech_telco
pattern: [P11, P17]
category: ooh_print
idea_type: campaign
involvement: passive_view
channel: physical
duration: campaign
goal: [awareness, trial, sales]
budget: low
emotion: [wry_affection, ironic]
emotion_tier: 3
insight_domain: joy
media_epoch: ooh
awards: [cannes_gold, multiple]
quality_score: 8
scalability: regional
risk: edgy
confidence: high
quality: full
source_url: https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-12-sweaty-dads-briefs-make-air-conditioners-attractive
---

# Dads in Briefs (BGH · 2022)

## Insight

Air conditioners are a rational purchase — nobody finds the category exciting. But sweaty summer heat is something everyone dreads, and the most relatable victims of heat are dads who suffer without air conditioning.

## Mechanic

OOH print campaign featuring sweaty middle-aged dads in briefs — the most unappealing, authentic image of what life without air conditioning looks like — as the hero image. No aspirational lifestyle. Just the honest, uncomfortable consequence of not buying the product.

## Why it worked

Absurdism meets design as idea: the anti-aspirational visual was the idea. In a category full of cool blue imagery and family comfort scenes, a sweating dad in underwear was impossible to ignore. The ugliness was the argument.

## Steal

In rational categories with interchangeable products, find the most honest negative consequence of NOT having your product. Make that consequence the hero image. Anti-aspiration is more memorable than aspiration.

## Related
- Pattern: [[../MOC-pattern.md#p11]]
- Sibling: [[metro-trains-dumb-ways-to-die-2012.md|Dumb Ways to Die]]
- Sibling: [[old-spice-man-your-man-could-smell-like-2010.md|The Man Your Man Could Smell Like]]
- Emotion match: [[guinness-surfer-1999.md|Surfer]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*