UNIQLO taps Atsuhiro Tsuda to remind everyone not to forget their fathers

UNIQLO Japan has tapped Japanese comedian Atsuhiro Tsuda (津田篤宏) to front its Father's Day campaign. The campaign comes just weeks after Atsuhiro starred with his mother in the brand's Mother's Day campaign in May.

Within the poster ad, Tsuda shrinks to appear as a tiny worker frowning, clad in a suit, and perched in the upper-right corner, inspiring consumers not to forget their fathers on the special occasion.

The bottom-left corner carries a playful yet careful message, written from a father’s perspective: “Mother’s Day was a right laugh, wasn’t it? I bought my mum a present. It was such a wonderful day. And now, I find myself thinking: What will Father’s Day be like?”

On its official Instagram page, UNIQLO shared a video in the same style, encouraging followers to “pop into UNIQLO and buy dad a gift this Father’s Day.”

The post has garnered 7,246 likes, with netizens praising the collaboration as clever and engaging, according to a check by MARKETING-INTERACTIVE. One user remarked, “It’s funny when someone who’s good at talking isn’t made to talk,” highlighting Tsuda’s understated comedic appeal.

The campaign echoes UNIQLO’s earlier Mother’s Day initiative, which featured the comedian and his mother urging people to purchase UNIQLO mothers for their mothers. The post has received 102,000 likes and 10,000 shares on X, according to a check by MARKETING-INTERACTIVE.

MARKETING-INTERACTIVE has reached out to UNIQLO for a statement.

Don't miss: UNIQLO's Mother's Day Japanese print ad draws mixed reactions from HK netizens

UNIQLO has been known for its heartwarming campaign ideas for Mother's Day and Father's Day. Last year, UNIQLO's Mother's Day Japanese print ad featuring manga character Chibi Maruko-chan and her mother drew positive sentiments from Hong Kong netizens.

Despite the ad being printed on a Japanese paper, media intelligence firm CARMA saw a recent surge related to the ad across Hong Kong media platforms. “Specifically, we observed a 30% positive sentiment among these mentions, with many applauding UNIQLO for executing another successful campaign for two years in a row,” said CARMA.

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