Video case study: Dove defies dad stereotypes with Father’s Day campaign

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Looking to repeat the success of its ‘Sketches’ viral last year, this new video from Unilever's Dove’s celebrates the hard work dads put in every day to promote its Men + Care range. See why it's our video viral of the week below..

The touching commercial, “Calls for Dad,” compiles 27 big moments that make the word “dad” special. It’s based on Dove’s recent study about how fathers are shown in the media.

The Unilever brand hired Edelman Berland to interview 1,000 fathers ages 25-54. “Three-quarters of dads say they are responsible for their child’s emotional well-being,” said Rob Candelino, marketing vp and general manager, Unilever’s skin care. “But only 20 percent see that in media.”

Dove also learned from its data that men spend nearly twice as much time on YouTube than women.

Rather than showing dads as “disconnected, bumbling and incompetent,” the commercial hopes to acknowledge the important role of a father in children’s emotional well-being and daily needs.
"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."

Dove Men + Care is encouraging families to take to social media with the hashtag #RealDadMoments and join the celebration of dads this week ahead of Father’s Day.

While largely a branding effort, Dove hopes the campaign will encourage spouses to buy Men+Care while getting their deserved recognition as care-givers.

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