Fathers vs Dads. A bold choice.

My Bold Dad.
SUPER BOWL XLIX 2015
Staying with the Camry theme of bold choices we focused on a group of largely unrecognized people who make bold choices every day. Dads.

Almost every man can be a father, biologically.
But it's a bold choice to be a dad. A choice that will make a wonderful human being who will make their own choices someday.

TV. "My Bold Dad". (SUPER BOWL XLIX 2015)

#OneBoldChoice

Social Experiment.

Social Experiment.

Online content.

In the week prior to Super Bowl game day we released the following social experiment:
"To be a Dad"

#OneBoldChoice

Online content.

Preparing for game day we requested people tweet pictures and stories about their own Dads, using #OneBoldChoice.
"Surprise & delight"