Awwww.
That will definitely be the reaction to this year’s Father’s Day campaign from Brooks Brothers.
The retailer tapped three personalities — New York Knicks point guard Jalen Brunson, who was recently announced as a Brooks Brothers brand ambassador, restauranteur Tyler Florence and actor Bryan Greenberg — to be featured with their dads or children.
The campaign, which was photographed by John Balsam, captured candid images of the men sharing a laugh or having a tender moment in looks from the spring 2024 collection designed by Michael Bastian. The tag line is “Celebrating Dads Since 1818,” the year the company was founded.
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Jalen Brunson and his father Rich Brunson, a former NBA player and an assistant coach, were shown wearing made-to-measure suits and joking around. “Our bond on and off the court as father and son is something I will always cherish,” Jalen Brunson said.
Florence was featured with his two teenage children, all dressed in formalwear including tuxedos from the 1818 label. The chef shared: “I get a new Brooks Brothers suit every year for Father’s Day. Clothes make the man. Plus, handwritten cards and scrambled eggs in bed.”
Greenberg was photographed with his 2-year-old son, both of them wearing tailored pieces. “The best thing about being a dad? Living with a purpose,” he said. “Having children gave me that.”
Ken Ohashi, chief executive officer of Brooks Brothers, said, “Brooks Brothers is a brand that has long stood for celebrating milestone moments. Father’s Day is certainly one of those occasions. As we celebrate all fathers everywhere, we are honored to be a part of their stories, creating new memories, and sharing their traditions. From iconic personalities to everyday heroes, we are inspired by fathers and father figures who exemplify style, grace and dedication.”
The campaign debuts Monday.