Courvoisier has launched a powerful new campaign ahead of Father’s Day 2025.

Titled Father Figures, the campaign, created in partnership with creative studio CALLING, celebrates not only biological fathers, but also the influential men who shape lives in other meaningful ways.

While the love of biological dads is irreplaceable, Father Figures broadens the narrative to include teachers, mentors, and chosen family-men who guide, support, and inspire.

The campaign rolls out across out-of-home, video-on-demand, social media, and digital platforms, aiming to reach a modern audience with a message that feels timely and inclusive.

CALLING founder and ECD Josh Tenser said: “Booze brands have a tendency to lean on tropes and clichés. True to our mission at CALLING we saw an opportunity to create some progress around a very traditional trading moment and create something cultural, emotional and inclusive.

“These stories open the lens and allow us to celebrate even more of the great men in our lives – in a joyful & positive way. There’s a deep truth that it often takes someone outside of our immediate family to see the nascent creative sparks in us and fan them into flames. We’re extremely proud to be helping Courvoisier re-enter the cultural landscape in the UK in a way that’s both true to the brand and also primed to reach modern audiences.”

CALLING founder and MD Rani Patel added: “We have been blessed to have worked with such a storied and prestigious brand. In our usual CALLING way we wanted to create something that genuinely connected with society today. We are excited to see how this informs Courvoisier’s journey to find its place in the hearts (and cocktail glasses) of a new generation of discerning drinkers.”