How is fatherhood able to transform a man’s life? question the Johnnie Walker in his new campaign for the Father’s Day. To answer the question, Lazaro Ramos, father of two, and Oskar Metsavaht, father of three, reflect on the arrival of their children in their lives and personal changes.
Seen by many generations under a gaze of insensitivity and rationality, fatherhood has been breaking these paradigms and showing the importance of allowing yourself to feel and immerse yourself in your emotions.
For Lázaro, one of the main changes in paternity is the demonstration of affection. “Today we can talk about affection, being a father, you can hug your child, you can be emotional, you can cry in front of your child and that doesn’t mean you are setting an example of weakness, as in my time it seemed to be… My generation can speak of paternity as a place of pleasure and learning”, says the actor.
Affective issues are also important points in Metsavaht’s fatherhood. “With each of my children I had a great empathy to perceive their emotion, to have the sensitivity to talk, explain and understand the emotional, physical and mental issue, which I think is very important”, declares the founder of Osklen.
Oskar also says that the learning process is something that grows with each phase of parenthood. “The learning relationship on both sides begins to bear fruits that were sown back in childhood. Every phase you sow, youyou have a comeback. It’s a very beautiful thing about fatherhood”, says the designer.
Based on authenticity, pioneering and evolution, Oscar and Lázaro were chosen for translating the “Keep Walking” spirit. According to Guilherme Martins, Reserve Director, the brand has given new meaning to its concepts with the evolution of society.
“We understand our role as a brand in contributing to this evolution. Being a parent is about learning. It is a search for always wanting to improve for us and for our children”, points out the executive who experienced the six-month paternity leave instituted by Diageo
As part of the campaign, the brand brings the renowned Blue Label label to celebrate the transformations and evolutions of parenthood in recent years. The action also brings the launch of a series of items Johnnie Walker Blue Label specials developed exclusively for the occasion, plus a customizable Gold Label edition.
The products are available at Johnnie Walker’s pop up store at Shopping Cidade Jardim and at kiosks at CJ Shops, both in São Paulo, in addition to partner chains and at The Bar, from 1,150 reais and 279 reais, respectively.
Subscribe to EXAME and access the most important news in real time.