Marketers tend to be a creative bunch. Just look at the Super Bowl commercials we enjoy every year. Or the clever ads we enjoy before movies. Or those ingenious jingles stuck in your head.

But then comes June and things tend to get rote.

That’s because Father’s Day – in all its grandeur, distinction and variability – gets treated the same whether a company is marketing clothes, ice cream, or (sigh) grilling tools.

Behold, the dad joke. It’s the go-to schtick for advertisers of all ages. It’s a surefire way to check the box and let the world know you’ve got this holiday covered in a fun way.

Make ‘em laugh, right?

More like, make ‘em gag. It’s all well-intentioned, of course, but It’s. Getting. Old.

Mother’s Day ads contain feeling and heart. And Father’s Day ads? Usually, some mention of the dad joke. It’s become so commonplace we’re not sure if marketers are laughing with dads, or at them.

Think of the words employed throughout Mother’s Day ads, and you’ll discover dads are hardly getting their fair share of sentimentality.

Dads are funny, yet they’re also loving, patient, caring, sacrificial, nurturing, supportive, wise, thoughtful, involved, compassionate, hard-working, empathetic, hopeful and loyal. The adjectives are infinite, and humor isn’t the only way to connect with dads. Yet marketers continue to use the same stereotype every June.

This Father’s Day let’s incorporate some meaning into our ads. Let’s get the creative juices flowing while showing dads how much they matter.

Please don’t reference the dad joke. By now, no one’s laughing.