Being a dad comes naturally says Anmum in nature mockumentary series for Father’s Day

The role of the father in parenting is the centre of the regional campaign by pregnancy formula brand Anmum timed around Father’s Day.

In a series of videos narrated by a voice similar to BBC presenter David Attenborough’s, a male human’s parenting skills are playfully compared to those of nature’s most caring fathers, such as a Jackal, which encourages its offspring to play and explore.

A second film shows a man apeing the behaviour of a male Rhea, known for building a nest in preparation for the arrival of a new-born.

A third film sees a dad take on the parenting characteristics of an Emperor penguin.

The campaign, which is to run in Hong Kong, Vietnam, China, Singapore, Malaysia and the Philippines, includes a promotional element in Vietnam and China, where buyers of Anmum products will receive children’s storybooks.

Primus Nair, ECD at BBDO Singapore, the agency behind the campaign, commented: “Many dads have an innate fear that they are not built for parenting. We want to dispel that fear by reassuring all dads that parenting is, in fact, in their nature.”


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