As long as I can remember, dads have been shown as the bumbling fools of the parenting equation.
Long time readers know that I've fought against this for years and hate brands that continue to use this stereotype in their ads.
Thankfully Dove Men + Care is not one of those brands.
Ever since I first got introduced to the brand and their team at the Dad 2.0 Summit, I've watched as they continue to constantly shine a light on the men who are fathers.
Their latest campaign 'Calls For Dad' warmed my heart this morning as I watched it. Sure, it is a Fathers Day focused bit of marketing, but why is that a bad thing?
“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.”
Some highlights from a research study that they recently completed revealed:
- Three quarters of dads say they are responsible for their child’s emotional well-being, while only 20% of dads see this role reflected in media
- Only 13% of dads believe the media portrays fathers as responsible for childcare
- 3 out of 5 dads say the media portrays them negatively (61%)
If you appreciate this, Dove Men+Care is asking dads and their families to submit #RealDadMoments on Facebook, Twitter and Instagram, which will be heralded on www.Dovemencare.com to celebrate moments of dads’ care.
Oh, and the best part is there is no spaghetti sauce getting in the way of the beauty of the commercial ;)