For Mother’s Day, we shared with you a clever ad campaign that emphasized how hard being a mom can be. This week, with Father’s Day still on our minds, we want to acknowledge the importance of our dads as well.
Dove Men+Care is giving fathers more credit than usual in their newest advertisement. The minute-long video is a compilation of 28 short clips showing fathers coming to their children’s call. Entitled “Calls for Dads,” the ad is an adorable representation of the memories many of us have with our fathers. It brings to mind the nostalgia of being thrown high in the air at the pool, snuggling after a bad dream, or embarrassing kisses during proud-parent moments.
The sparsely-portrayed sentimental nature of fatherhood is captured perfectly by Dove. And this can be attributed in large part to the plentiful research conducted before planning the advertisement. Dove hired Edelman Berland, a company specializing in global market research and strategic consulting, to dive into the Dove Men+Care target market prior to creating the campaign. Their results: Of the one thousand 25-54 year old dads surveyed, 75 percent believed they played a major role in their child’s emotional well-being. However, only 20 percent saw it in the media. They also found that men spend almost twice as much time on YouTube than women, spurring the decision to make the highlight of the campaign a video.
Dove used Edelman Berland’s data to create a heart-warming piece of advertising that fights against two stereotypes at once: Caring for children is not a task of which only women are capable, and men need skin care products too. In the end, let’s hope at least one parent or child decided to give the gift of soft skin for Father’s Day.