Fatherhood has long been painted as a trade-off: the end of freedom and fun. But Dodge and Publicis Middle East flipped that narrative with the launch of “Cool Dads,” a campaign built around the bold, unapologetic spirit of the Dodge Durango. Because growing up doesn’t have to mean giving up everything.
The Durango isn’t your average family SUV. Sure, it seats seven. But in the SRT Hellcat edition, it unleashes up to 710 horsepower, proving that being a dad and being a thrill-seeker aren’t mutually exclusive. This called for a campaign that provided a fresh take on fatherhood.
The campaign tapped into a truth rarely addressed in car advertising: as family responsibilities mount, people become less open to new experiences. Self-expression takes a backseat, and personalities become more reserved.
But this campaign wasn’t a lecture. It was a rallying cry telling fathers they’ve still got it and that Dodge has the ride that suits them. Because fatherhood isn’t the end of cool. It’s the start of a new
The campaign launched with a series of social-first films featuring a Dodge-driving dad sharing parenting advice with a twist. His wisdom wasn’t soft or sentimental. It was gritty, mechanical, and hands-on.
The campaign rolled out across social, digital, outdoor, and showrooms, all powered by bold headlines, striking visuals, and a tone that said: this is not your typical family SUV campaign. Everything about the design and language carried Dodge’s muscle-car DNA. Because fatherhood doesn’t have to look like khakis and carpools.
