Some product launches need a press release. This one needed a stadium's worth of “dads.”

Ecovacs was entering the Australian market with a full outdoor robotics range — mowers, pool cleaners, window cleaners — built entirely around one promise: less time on chores, more time enjoying the result. So we built the launch around the exact moment that promise creates. That stance every dad knows — feet planted, hands on hips, quietly admiring a job well done while something else does the work. In Australia, there's a name for it. We just gave it a stage.

The idea was simple and unapologetically bold: attempt a Guinness World Record for the most people performing the Dad Stance simultaneously. To anchor it, we brought in Steven Bradbury, Australia's most iconic “last man standing,” and the only person more qualified than an actual dad to lead a room full of them into a hands-on-hips pose.

We set out to fill The Calyx at Sydney's Royal Botanic Garden. We didn't just hit the number: 380 people turned up and held the stance for 30 seconds, officially verified on the spot by a Guinness World Records adjudicator. The story wrote itself from there, picked up across national news and breakfast television, with hosts attempting the pose live on air. We walked away with an official world record, a room full of highlight footage, and a brand launch that turned a lawn mower into a genuine cultural moment.