Dove Men + Care, the line of products for men’ hygiene by Dove recently launched a new ad in which the dads of the world are truly celebrated as part of a digital campaign for Father’s Day. Wanting to show the world that dads also do the things moms do, like changing diapers and what not, Dove Men puts dads in the spotlight, for once. After all, let’s face it: we have all been through moments in which we called our dad to the rescue.
The creative side of the Dove Men ad is based on solid data. Edelman Berland was hired to interview 1,000 dads ages 25 to 54. “Three-quarters of dads say they are responsible for their child’s emotional well-being. But only 20 percent see that in media,” said Rob Candelino, marketing vp and general manager, Unilever’s skin care.
Titled “Calls for Dad” the 30 second ad features 28 dads answering their kids’ call and helping them through small but daunting (at some level) tasks. “There’s been a lot of judgments and tribalism in parenting circles about who is doing what wrong,” said Doug French, a parenting blogger and co-founder of Dad 2.0. “So any positive message that supplants those ideas will resonate with this community.”
Though this ad by Dove Men + Care is quite obviously a branding effort, the insight is still wonderful on its own. It makes us all smile and remember those moments in which we called our dads to help us. In every little boy or little girl’s life there is a superhero that those from the comic books can’t top, The Dad. His powers are patience, love and a fierce desire to protect us from all that’s evil in the world and these are the powers that really matter.
What do you think of this Dove Men + Care ad? Does it bring back any memories?
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