With “A Dad’s Job” on Father’s Day, Home Centre Becomes The First Brand To Recognize Single Moms In The Middle East
Posted on 2020 Jun,21

Home Centre in the Middle East shares a Father's Day message with a moving twist.

Raising a child and making a home isn’t easy. Doing so as a single mom is even harder, especially in the Middle East and especially during the current crisis. Over 15% homes in the Middle East do not have a dad (Source: Gallup).

Many single moms in the Middle East tend to not only face everyday challenges of bringing up their children by themselves, they also have to deal with everyday obstacles created by members in their communities, in their society and even in their families. People do not accept a mother playing the role of both parents or do not believe a mother can be good enough to do both parts.

Now, no brand in the Middle East has addressed these cultural issues that single moms face.

So, as the world celebrates Father’s Day on June 21 with deserving tributes to dads, Home Centre, a leading home retailer in the Middle East, is using Father’s Day as a stage to support those moms who double up as dads.

Through a moving film titled, “A Dad’s Job”, launched on social media, Home Centre is first sharing a message to those who are living without a dad, that this Father’s Day they can also celebrate their moms who do a dad’s job every day. The film shows children saying the one message they’d love to share on Father’s Day.

By featuring real-life single moms and their kids as the cast, and not actors, the film is not another advertisement but an authentic nod of recognition to the moms, letting them know they’re more than able to play both roles.

The film is being supported by influencers in the Middle East, as well as through initiatives to enable, support and encourage single moms in the region across the year.




Client: Home Centre

Head of Marketing: Siddarth Sivaprakash

Client Team: Vinmay Korday, Abbas Nashrulla, Ami Popat, Atharv Ruparel, Deviani Rao, Ahmed Dawood

Agency: FP7 McCann

Regional ECDs: Oliver Robinson and Fouad Abdel Malak

Regional Head of Strategy: Tahaab Rais

Group Account Director: Vicky Kriplani

Creative Director, Copywriter: Aunindo Anoop Sen

Creative Director, Copywriter: Tahaab Rais

Art Director: Bana Salah

Copywriter: Kelly Tomes

Account Manager: Riddhi Harrita

Arabic Copywriter: Maher Dawah

Production House: Dejavu

Executive Producer: Manasvi Gosalia

Director: Tahaab Rais

DOP: Aeyaz

Head of Production: Pratixa Kanojia

Producer: Kavya Iyer

Editor: Rizwan Maple

Post Producer: Mary Bou Akl

Composer: Jay Wud

Production Co-ordinator: Haider Saaby

Focus Puller: Srinivas Kusuma

Sound Recordist: Jithu Das

Spark 1: Bharat Doli

Spark 2: Arif

Music: Mango Jam

Production Driver 1: Mahendhar Avadhta

Production Driver 2: Narendhar Pottavathni