Elijah Craig is known as “The Father of Bourbon”: a claim that no other brand can own. To strengthen this distinction, they wanted to establish themselves as the go-to bourbon for Father’s Day—a key gifting and consumption occasion for the category— with an emotionally-resonant brand spot.

“I Didn’t Always Call You Dad” is an ode to fatherhood from childhood to adulthood, and a heartfelt ‘thank you’ letter to dads everywhere. It was featured in The Drum’s line-up of top Father’s Day campaigns in 2024, and generated 32.5M impressions across CTV, OTT/OLV, and YouTube. I led concepting and script development.