OpenTable and 2045 Extend Mother's Day Idea For British Father's Day

Indie agency 2045 has unveiled a new Father’s Day campaign for OpenTable, a global leader in restaurant tech, encouraging Brits to return the favour this Father’s Day by booking Dad a meal.

The campaign follows OpenTable and 2045's widely-shared Mother's Day activation in Australia, which transformed a mother's lifetime of unpaid labour into a giant restaurant receipt installation that generated a global conversation about the invaluable contribution that mothers bring to family life.

Titled 'The Dad Add', the latest iteration transforms the everyday things fathers contribute over a lifetime into an oversized restaurant order slip, installed at Westfield Stratford City in London.

From “first lift home” and “couch wrestles” to “terrible jokes”, “pretending he wasn’t worried” and “always beating you to the bill”, the installation turns all the things dads quietly add to family life into one very long docket.

At the bottom of the order slip sits the campaign line: “For everything Dad adds to the table. Book him a special one this Father’s Day.”

Christopher McKee, 2045 ECD, said, “We liked the idea that the mechanics of hospitality could be used to tell an emotional story about fatherhood. The longer the docket gets, the more you start recognising your own dad in it.”

Jason Yeung, VP, international marketing at OpenTable, added, “Father’s Day is an important moment for the restaurant industry, but it’s also deeply personal. ‘The Dad Add’ uses the language of hospitality to celebrate the value dads contribute to our lives. As both a son and a dad, I know those daily 'additions' from terrible jokes to lifts home, really add up. It’s a creative cue for us to return the favour and book Dad something special this year.”

Installed inside one of the UK’s busiest shopping destinations, the campaign extends OpenTable’s 'Because it Matters' creative platform to encourage people to celebrate Dad around the table this Father’s Day.