Dove, which tends to focus on real female beauty in its ads, has released a tribute to dads ahead of Father’s Day in the U.S., which falls on June 21 this year. The body care brand has released an emotional spot that illustrates the role of a father in kids’ lives. The kaleidoscopic 1-minute ad film titled “Calls For Dad” is inspired by the highlights of the 2014 Dove Men+Care Dad Portrayal Study that shows a clearer picture of relationship between fathers and their offspring.
The study reveals that three quarters of dads state they are responsible for their child’s emotional well-being and do take responsibility for their daily needs (51%). With this, only 20% of them find this role properly reflected in media. Usually, dads are portrayed as disconnected, bumbling and incompetent guys, which is actually not true.
To improve this, Dove has released a spot that focuses on the moments of connection between dads and their children of all ages. The 1-minute spot features 27 various moments of fatherhood as it is in good families. In the film, dads are deeply engaged in helping kids achieve life milestones—the moments range from potty training and swimming, hair brushing and getting dressed, nighttime soothing and sharing the first pics of the grandchildren, to name but a few.
“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,” said Rob Candelino, Vice President of Marketing, Unilever Skincare. “’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.”
Consumers are invited to join the gallery of fatherhood glory by uploading their best dad&kids moments using the #realdadmoments hashtag.