Home Centre is the first brand in the Middle East to take on what is an untouched topic in Arab advertising.Over 15% homes in the Middle East don’t have a dad (Source: Gallup).Many Arab single moms tend face economic, societal as well as cultural challenges of bringing up their children by themselves.Now, no brand in the Middle East has addressed these issues that Arab single moms face.So, using Father’s Day as a stage, through a film titled, “A Dad’s Job”, Home Centre, a home retailer, celebrated those moms who double up as dads every day, showing children sharing what they’d love to share on Father’s Day, only to reveal a surprising twist.By featuring real-life Arab single moms and kids (not casted actors), the film is an authentic nod of recognition to Arab single moms, letting them know they’re more than able to play both roles.
