TIME Parenting

This Father’s Day Ad Will Make You Want to Call Your Dad Right Now

Dove reminds you of all those times you needed your dad

This Father’s Day, Dove is tugging at your heartstrings. Men+Care, the brand’s grooming line for men, launched the campaign Monday in an effort to celebrate the real role dads play in their kids’ lives.

It’s the male equivalent of Dove’s successful “Real Beauty” campaign, which some have criticized for using female empowerment to sell products.

But the beauty brand says this particular feel-good campaign is based on real data, according to Adweek. Dove surveyed 1,000 dads ages 25-54 and found that 75% of fathers feel like they’re responsible for their child’s emotional well-being. But only 20% of those surveyed said that aspect of their parenting duty is reflected in the media.

So instead of showing dads throwing a baseball or building the crib or laying down the law, Dove edited quick cuts of “calls for dad,” showing how fathers come running when you need help, comfort you when you’re scared and bring a smile to your face when you’re down.

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