Dodge & Publicis Middle East Put “Cool Dads” in the Driver’s Seat

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Fatherhood is too often branded as the end of spontaneity—the idea that performance ends where parenting begins.

Dodge and Publicis Middle East decided to flip that narrative with Cool Dads, a campaign that celebrates fathers who won’t trade in their identity the moment car seats enter the picture.

The Dodge Durango may seat seven, but in its SRT Hellcat trim, it packs a ferocious 710 horsepower.

The message: you can be a thrill-seeker and a parent, without compromise. The creative challenge was to capture that spirit without slipping into cliché.

Tuki Ghiassi, Executive Creative Director at Publicis Middle East, confirms they didn’t want to just say Cool Dads exist,” said  “It’s about confidence, not appearances. Bold, unapologetic, and built with purpose—that’s as true for Dodge as it is for fatherhood.”

Nihar Anand, Head of Marketing Communications at Stellantis Middle East, put it bluntly: “If you are used to fine-tuning an engine, then handling a toddler at 2am isnt that different.”

For Melhem Najm, CMO of Stellantis MEA, the Durango is more than just another dad car: “It lets fathers show up as their complete selves—capable and present, both as men and as caregivers. This isn’t just selling an SUV. It’s selling confidence.”

Rolled out across digital, outdoor, and showrooms, the work leans hard into Dodge’s muscle-car DNA—muscular headlines, bold design, and a tone that refuses to conform to the beige stereotype of family SUVs.

ArabAd’s Take

Automotive advertising is a crowded arena—too often reduced to feature lists, performance stats, or glossy shots. What makes Cool Dads stand out isn’t just its horsepower, impressive as that may be, but its cultural horsepower.

In today’s market, the real challenge lies in speaking a language that feels relevant to the local audience—especially in Saudi Arabia, where cultural nuance, humor, and relatability can make or break a campaign.

Publicis Middle East, steering Dodge’s creative wheel, managed to strike that balance with three films that truly speak the vernacular of Saudi dads—direct, witty, and charged with Dodge’s unapologetic brand voice.

The result is a campaign that feels less like an ad and more like a cultural wink—reframing the Durango as more than just another family SUV. Cool Dads stands as a bold statement in itself. And in an industry where “dad cars” often play it safe, Dodge just shifted gears.