Released this Monday in anticipation for father’s day, Dove’s new digital spot for their Men+Care line, entitled “Calls for Dad” celebrates all that father’s do in an attempt to backlash outdated ideas of fathers as hands-off parents.
Adweek reports that Dove “hired Edelman Berland to interview 1,000 fathers ages 25-54″ as research for the campaign. “Three-quarters of dads say they are responsible for their child’s emotional well-being,” said Rob Candelino, marketing vice president and general manager, Unilever’s skin care. “But only 20 percent see that in media.”
The spot aims to strike an emotional chord with fathers everywhere, as children of various ages in various situations call for dad. “For all the times they’ve answered our call…isn’t it time we celebrate dads?” the spot asks, undoubtedly leading to a few choked up fathers. Adweek reports that “Mindshare and Davie Brown Entertainment are the media buying and creative agencies, respectively, behind the initiative,” which has scored over 500,000 views on YouTube since its debut yesterday. We’ve reached out for credits and will update if/when we receive them. Read more