For Father’s Day, brand managers are spotlighting dads

Marketers’ concepts of “the typical father” have changed—and so has the ideal Father’s Day gift.

Though some dads have more traditional interests, many others are more modern in their fathering and lifestyles.

For a slew of marketing campaigns in 2016, reaching consumers that are “not your average dad” goes beyond tools, golf clubs and neatly wrapped ties.

With Father’s Day looming, brand managers nudge consumers to share their favorite fatherly moments and advice instead of urging them to buy a simple gift or card. Many marketers have used the holiday to suggest ways to show gratitude, give thanks and spark conversation—leaving the prospect of a lousy present in the dust.

Here are three unique Father’s Day marketing campaigns—and the concepts behind them:

1. The “spirit” of Father’s Day

Laphroaig Single Malt Scotch Whisky is taking “the special bond between a dad and his children” and pouring it into a tumbler glass.