Dove’s Father’s Day Ads Feature Insights From Real World Dads


Riding the wave of its viral Real Women advertising campaigns, Dove turns its attention to men.

Daniela Walker
  • 10 june 2014

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.

Dove Men+Care

[h/t] Adweek


Transformable Table Maximizes Utility In Small Spaces

Design & Architecture
Syndicated Today

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Today

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car


Get PSFK's Related Report: Future of Automotive

See All
Travel Today

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Related Expert

Josh Williams

Location based mobile experiences

Europe Today

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Today

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Gaming & Play Today

Automated Chessboard Lets You Play Against Anyone In The World

Square Off is an AI-powered board that can move the pieces on its own


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Technology Today

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Today

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Retail Today

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

Fitness & Sport Today

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Technology Today

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

No search results found.