Dodge and Publicis Middle East challenge dad-car clichés in new ‘Cool Dads’ campaign

Fatherhood has long been painted as a trade-off: the end of freedom and fun. But Dodge 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. Because growing up doesn’t have to mean giving up everything.

 

The Durango isn’t your average family SUV. Sure, it seats seven. But in the SRT Hellcat edition, it unleashes up to 710 horsepower, proving that being a dad and being a thrill-seeker aren’t mutually exclusive. This called for a campaign that provided a fresh take on fatherhood.

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 this campaign wasn’t a lecture. It was a rallying cry telling fathers they’ve still got it and that Dodge has the ride that suits them. Because fatherhood isn’t the end of cool. It’s the start of a new kind.

Tuki Ghiassi, Executive Creative Director at Publicis Middle East, said: “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.”

The campaign launched with a series of social-first films featuring a Dodge-driving dad sharing parenting advice with a twist. His wisdom wasn’t soft or sentimental. It was gritty, mechanical, and hands-on.

Nihar Anand, Head of Marketing Communications at Stellantis Middle East, said: “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 campaign rolled out across 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. Everything about the design and language carried Dodge’s muscle-car DNA. Because fatherhood doesn’t have to look like khakis and carpools.

Melhem Najm, CMO of Stellantis MEA, said: “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.”