For the first time in Hershey’s history, its portfolio of brands has been unified under a masterbrand campaign, named “Hello Happy. Hello Hershey’s.” The masterbrand campaign and film, “My Dad,” aim to celebrate the happy, everyday moments in life through emotional and relatable storytelling.
Featuring a remake of “Higher Love,” sung by Steve Winwood and his daughter, Lilly, the spot follows a young girl on a mission to spend more time with her father, who is busy working from home. “My Dad” was created by Arnold Worldwide/Havas and directed by Peter Thwaites. The campaign comes to life through social, digital and in-store efforts, and the :30 national spot launched on February 8, 2016.
Advertising Age coverage: “Why Hershey Is Shifting to Masterbrand Approach”
Creativity coverage: “A Clever Girl Goes All-Out to Spend Time With Dad in Hershey’s Brand Campaign”
The Drum coverage: “Ad of the Day: Hershey’s – ‘My Dad’”