As any first-time parent knows, the arrival of a new baby turns our lives upside down. Whilst this clearly has the most impact on first-time Mothers, we wanted to make sure that supportive first-time Father’s weren’t forgotten either. So, this Father’s Day we treated a few sleep deprived first-time Dads to a bit of a break from shopping duties with a cute hidden camera stunt. We created special First-Time Father parking bays for Dad’s to get some shut-eye, whilst Sainsbury’s colleagues picked up the shopping.

Shot specifically for mobile, the film made a huge impact on Facebook, racking up 3m views and over 5000 shares in only a couple of days, with spectacular levels of positivity for the importance of supportive Dad’s across the Nation.