Good news for dads this Father’s Day—spending is expected to reach an all-time high of $15.5 billion, according to the National Retail Federation, and there’s a good chance that includes a special outing.

A survey by the NRF found that 27 percent of dads would love to receive a “gift of experience” such as a sporting event and 25 percent of shoppers said that’s exactly what they were planning. So do to get dad this year? A poll conducted by Ebates found that electronics top the most-wished for list at 18 percent, followed by power tools at 15 percent and tickets to a sporting event a close third (14 percent). A bevy of brands have celebrated men and their families, too.

Dove Men+Care is celebrating not only fathers, but other men who care about those around them such as grandfathers, uncles, teachers and coaches. The ad depicts a more modern, nurturing depiction of father figures, based on a new generation far removed from the cold, unemotional dads of our decades past.

A recent study found that just seven percent of men can relate to depictions of masculinity in media, and 80 percent of millennial dads turn to YouTube specifically for key parenting topics.

 

 

 

 

 

Gillette touched on the softer side of dad with it’s continued “Go Ask Dad” campaign. The company brought in young men to try a “revolutionary new technology” disguised as a virtual assistant. The young men asked questions from how to tie a tie to when you know you’re in love, to which their dads answered from another room using a voice scrambler. The concept is based on data that suggests 88 percent of guys go to their phones for answers, but only 13 percent ask their fathers.

For sports fans, Father’s Day is a time to honor the family “coach,” but this takes on a whole new meaning for Lonzo Ball—the former UCLA star and projected top-three overall pick of the NBA Draft next week—whose manager is also his controversial dad, LaVar Ball. Foot Locker teamed up with Lonzo to gently poke fun at his headline-hungry father.

Courtyard, the “official hotel of the NFL,” teamed up with one family to honor their dad this Father’s Day with a personalized Hall of Fame exhibit just for him inside the brand-new Vikings voyage activation.

Buffalo Wild Wings’ new spot “Watching” gives thanks to all the fathers that showed us how to be “true sports fans.”

NFL stars Rob Gronkowski and Richard Sherman are introducing “The Jerky Tie,” made completely out of Oberto Beef Jerky. Two new spots show Gronk and Sherman creating their ties for their dads, Gordon Gronkowski and Kevin Sherman.