Riding the wave of its viral Real Women advertising campaigns, Dove turns its attention to men.
In case it may have slipped the mind, it’s Father’s Day this Sunday. Dove is celebrating the occasion with a new 30-second ad for their Men+Care line that puts the focus on the men in the family.
The father of the 21st century is no longer simply bringing home the bacon, he is cutting and serving it to his kids too, before giving them a bath and putting them to bed. In the spot, ‘Calls for Dad’, we see quick cuts of children calling for their father in all sorts of situations – you see fathers rescuing their kids from monkey bars, brushing their daughter’s hair and being a shoulder to cry on. After the montage, a tagline reads, ‘For the times they answered our calls…isn’t it time we celebrate Dads?’
The advertisement came about after Dove commissioned research on fathers and how they perceive themselves. Global market research group Edelman Berland conducted interviews with 1,000 fathers, aged 25-54 to find out more about the group. One of the findings was that around 75% of men felt they were responsible for a child’s emotional well-being, but only 20% actually saw that portrayed in the media. When the interviewees were asked to choose the attributes that best described dads in the media, the majority said dads were shown as ‘disconnected, bumbling and incompetent’.
Rob Candelino, Vice President of Marketing, Unilever Skincare, commented on the commercial:
Dove Men+Care has a history of celebrating real men and we know nothing is more important to men today than caring for their children. ‘Calls For Dad’ is a film we made to showcase just a few of these caring moments that, unfortunately, are absent from how dads are typically depicted today in media and advertising.
Just as Dove has been battling stereotypes of female beauty with its Real Beauty campaign, the ‘Calls for Dad’ advertisement seeks to similarly comment on what it means to be a dad. The brand is continuing on with their messages of empowerment and feel-good ads that make for powerful viral marketing.