The objective was to create a genuinely funny and relatable Father’s Day comedy video that audiences would choose to watch, engage with, and share, while integrating Moonpig in an authentic and non-intrusive way.
From BAM! Comedy’s perspective, the aim was to produce a piece of comedy that felt true to our voice while also reaching new audiences and attracting new followers. We wanted the video to function as entertainment first, ensuring the humour worked independently of the brand partnership.
From Moonpig’s side, the objective was to generate strong brand buzz around their Father’s Day range, with a particular focus on showcasing the new AI Sticker feature and the fun, easy process of creating a personalised card. The brief encouraged creators to explore everything from heartfelt moments to classic Dad-joke humour.
For both BAM! Comedy and Moonpig the shared goal was to create a piece of branded comedy that people genuinely enjoyed watching and therefore chose to engage with rather than content that felt like a traditional advertisement.
“Trying to Impress Your Father-in-Law” was conceived, written, performed, directed, and edited by Bec & Sam from BAM! Comedy, building on a long-term creative partnership with Moonpig that began in 2023. By the time of this campaign, it was our sixth collaboration (now ninth), allowing for a high level of creative trust and freedom to prioritise comedy-first storytelling.
The concept was inspired by a universally relatable situation: the awkward pressure of trying to bond with a partner’s father despite having very little in common. That tension became the foundation for the narrative and humour. Casting added authenticity - Sam (one half of BAM! Comedy) played the main character, while the father-in-law was portrayed by Bec’s real-life dad. This genuine relationship grounded the comedy in realism and heightened the emotional beats. Bec appears briefly on screen at the start of the video, but her primary role in the campaign was behind the scenes, leading on writing, directing, and producing.
Musical comedy was a key creative device. In 2025, BAM! Comedy began developing original comedy songs as part of our work with Moonpig, and this video allowed us to refine this short-form narrative format further. The fast-paced, catchy song and relatable title provided a clear hook, while short sketch-style cutaways were used to maximise punchlines and maintain momentum. A recurring comedic device was the contradiction between what the song claims (“Me and my father-in-law are besties for life”) and what is shown on screen, where Sam’s character is clearly irritating Phil, the unimpressed father-in-law. The main character embodies “soft boy” culture, rejecting stereotypical masculine pursuits in favour of emotional vulnerability - adding cultural relevance while challenging traditional gender norms.
Key writing and visual choices reinforced this dynamic: lines such as “we have so much in common, we both have two eyes” highlighted how desperately the character grasps for connection, while Sam and Phil were dressed similarly in each scene to show Sam trying (and slightly failing) to impress visually. Phil was directed to deliver his lines in a deadpan, understated way to sharply contrast Sam’s over-enthusiasm.
Moonpig was integrated as part of the story’s emotional payoff rather than interrupting it. The Father’s Day card and AI Sticker feature appear towards the end, when Phil sees an AI-generated sticker of a dog mowing the lawn. This leads to a genuine (and comedic) realisation that they do have something in common - a shared love of dogs - prompting Phil to sing his own verse. This moment demonstrates how the product was woven directly into the narrative in an organic, emotionally relevant way.
The main challenges were logistical and creative. To maintain attention, shots were kept short, resulting in a long and complex shoot with multiple setups. Filming with dogs added unpredictability, and working with a non-actor (Bec’s dad) presented performance challenges - including delivering certain lines naturally. Rather than correcting this, we leaned into it, and his stiffness became part of the humour, ultimately strengthening the piece. (See blooper reel!)
The campaign successfully met both BAM! Comedy’s and Moonpig’s objectives by delivering high reach, strong engagement, and meaningful audience interaction across platforms.
Published organically across BAM! Comedy’s social channels, “Trying to Impress Your Father-in-Law” achieved over 2.1 million views on TikTok, generating 136,000 likes, 11,000 shares, nearly 10,000 saves, and close to 1,000 comments. Engagement levels indicated that audiences were not only watching but actively responding to and sharing the content, supporting the goal of creating comedy that felt entertaining rather than overtly branded.
On Instagram, the video recorded over 2 million views, with strong retention for a 90-second narrative comedy, including a 40.87-second average watch time and a low skip rate of 19.73%. Like and share rates were above BAM! Comedy’s channel averages, reinforcing the effectiveness of a comedy-first approach.
In addition to planned distribution, Bec and Sam chose to post the video on Snapchat at no additional cost to the brand, generating a further 139,000 views, 4,900 favourites, 560 new followers, and an average view time of 37 seconds. This extension broadened reach and demonstrated the strength of the long-term partnership and shared commitment to maximising impact.
The “soft boy” portrayal tapped into a shift in modern masculinity, replacing outdated male stereotypes with emotional openness, which made the the comedy feel more relatable and culturally resonant.
The video became BAM! Comedy’s most successful Moonpig collaboration to date, validating creator-led comedy as an effective way to drive views, engagement, audience growth, and brand buzz for seasonal campaigns.
