A series of social-first films recently released features a Dodge-driving dad sharing parenting advice with a twist. His wisdom isn’t soft or sentimental. It’s gritty, mechanical, and hands-on. The films are by Publicis Middle East and Dodge. And they have a mission.
Fatherhood has long been painted as a trade-off – the end of freedom and fun. But Dodge (Stellantis Middle East) and Publicis Middle East flipped that narrative with the launch of Cool Dads, a campaign built around the bold, unapologetic spirit of the Dodge Durango. And the idea that dads can be very, very cool.
The films hero both dads who know how to handle the hard stuff – torque, toddlers and teens and a car that’s not your average family SUV.
In the SRT Hellcat edition, the Durango, unleashes up to 710 horsepower, proving that being a dad and being a thrill-seeker aren’t mutually exclusive. The campaign tapped into a truth rarely addressed in car advertising – as family responsibilities mount, people become less open to new experiences. Self-expression takes a backseat, and personalities become more reserved. But the campaign isn’t a lecture. It is a rallying cry telling fathers they’ve still got it and that Dodge has the ride that suits them. Fatherhood isn’t the end of cool; it’s the start of a new kind.
Tuki Ghiassi, executive creative director at Publicis Middle East, explained, “For us it wasn’t enough to just say Cool Dads exist. We wanted to show the attitude and grip dads bring to the wheel and to life. Like Dodge itself, it’s not about appearances. It’s about confidence and belonging. Being bold, unapologetic, and built with purpose. Cool dads live for the moments that matter, whether it’s cruising in the city or spending time with the family.”
Nihar Anand, head of marketing communications at Stellantis Middle East, added, “We wanted to translate fatherhood into the language Dodge fans already speak. Torque, timing, control. If you’re used to fine-tuning an engine, then handling a toddler at 2am isn’t that different.”
The full campaign covers social, digital, outdoor, and showrooms, all powered by bold headlines, striking visuals, and a tone that said, “This is not your typical family SUV campaign.”
Melhem Najm, CMO of Stellantis MEA, commented, “It’s time to reframe what it means to drive a dad car. The Durango lets fathers show up as their complete selves: capable and present as both a man and a caregiver. This campaign doesn’t just sell an SUV. It sells confidence.”
