"For the first time in over 100 years, a father-figure will appear as the primary caregiver in its advertisements. Appearing alongside his real-life son Baylen, Brees will be seen in television and print advertisements for VapoRub this upcoming cold and flu season."
The spot does more than break gender barriers. It does an excellent job messaging an athlete's "off the field" personality. Vicks has integrated Brees well in the past (as seen in their NyQuil commercials). The NyQuil spots are less about Brees' stardom and more about the fans. However, the "Vapo Dad" spot takes Bree's likable and admirable attributes a step further by focusing on his relationship with his son. The spot appeals to men and women by portraying Brees as a dad that loves and cares for his kid. And what's even more heartwarming is the undertone of why Brees did the spot with his son – to pass on his beliefs of hard work and dedication that he proves on the field.
“I’m truly honored to become the first-ever Vicks VapoDad. My son Baylen and I had the opportunity to shoot this commercial together, which makes this opportunity that more special for me,” says Drew Brees. “There are no sick days in the Brees household, so when Baylen comes down with a cold, we use VapoRub to provide relief for his cough and cold symptoms.”
This is a textbook case of how strategic alignment through Celebrity Endorsements can (and should) benefit the athlete/celebrity as much as the product being promoted.