It’s no secret that consumers love user-generated content. When you see people in ads that look and act like you do, it’s easier to imagine yourself using that product. That’s just one reason why Dove decided to use real footage of dads finding out that they’re going to be fathers.
This commercial is an advertisement for Dove Men+Care, which we’ve mentioned here before. Last year for Father’s Day, Dove released a heart-warming ad that featured dads as caretakers. This year, the skin care company created yet another emotionally appealing ad. Dove combed the Internet for twelve men finding out that on this Father’s Day there will be a bit more to celebrate. Their emotions vary from shell-shocked to overjoyed. One guy literally tosses a bouquet of flowers into the air behind him to run to his wife. Dove concludes the video with the phrase, “Real strength means showing you care even from the very first moment” and tagline, “Care makes a man grow stronger.”
This is the kind of touching Father’s Day ad that we’ve come to expect from Dove. If they can show that everyone gets emotional, even big, strong men, then we can more easily believe they too need skin care products. And when the baby comes, these dads might be more willing to take the brand’s message to heart. They may even buy a Dove product to remind them of that moment in time when they realized they were going to be a dad.