Doves’s male-focused product line Men+Care has released its Super Bowl ad, which pays tribute to fathers. The spot almost entirely consists of children screaming “dad” or “daddy,” and the ad’s text says, “What makes a man stronger? Showing that he cares.” A 30-second version of this commercial will air during the 1st quarter of the game, a Dove spokesperson told TIME.
In a news release, Jennifer Bremner, director of marketing at Dove Men+Care, said:
“We know that men today are embracing their caring roles more than ever, and that these experiences are fulfilling and strengthening them…Especially at a time when fans are overwhelmingly hearing about physical feats on the football field, we wanted men (and women) to hear at least one voice saying, ‘Care Makes a Man Stronger.'”
Bremner also told AdWeek last month that the commercial is part of a conversation about masculinity “that we hope to start and spark on the Super Bowl.” And if it looks familiar, that is because it uses footage from its “Real Dad Moments” campaign, an ad released for Father’s Day 2014.
The brand also released a Super Bowl ad in 2010, showing a boy starting to grow up to be a tough guy who has been told “don’t show your sensitive side.” He then marries, starts a family and finally feels comfortable enough to embrace that side: “You can take on anything because you can, you’re a man.”
Fighting Teen Pregnancy: Portrait of a Radical High School Program, 1971
Caption from LIFE. At Citrus High School in California, honor student Judy Fay works at the blackboard during an English class the school's program for pregnant girls started in 1967.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Using her son Charles, Linda Twardowski, a recent Citrus graduate, explains the basics of diaper-changing in a childcare class. The girls also are taught prenatal care, cooking and budgeting.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Lupe Enriquez, 17, takes notes on nutrition in homemaking class and gets a playful pat from another expectant mother, Lynda Kump (see frame #5). Like several of the girls in the maternity program at Citrus, Lupe got married after learning she was pregnant.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. During a social studies class, Cheryl Gue, 17, quiets her son Michael with a bottle. Although the sound of crying babies is a normal disruption at Citrus, the more vocal ones are usually hustled out of class. The school is equipped with playpens, cribs and toys. The mothers are required to come to school for the morning child-care courses, but may study academic subjects at home.Ralph Crane—The LIFE Picture Collection/Getty ImagesPregnant high schoolers, Azusa, Calif., 1971.Ralph Crane—The LIFE Picture Collection/Getty ImagesHigh schoolers with babies, Azusa, Calif., 1971.Ralph Crane—The LIFE Picture Collection/Getty ImagesVicki Conger, 17, with her 13-month-old daughter, Shawn Michelle, Azusa, Calif. 1971.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Sandy Winters, 13, who recently enrolled at Citrus, talks about her courses with principal James Georgeou, founder of the program for young mothers.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Expectant mothers are allowed to take naps in homemakeing class. Here Lori Cardin, 17 and six months pregnant, tries to catch 40 winks despite playful attention from young Shawn Conger.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. In the courtyard outside the school, Vicki Conger, 17, takes a stroll with her 13-month-old daughter, Shawn Michelle.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Judy Fay chats with a group of students outside class. Now that there are pregnant girls at Citrus, the boys have cleaned up their language, courteously hold open doors and even push strollers.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Toward the end of her pregnancy, Judy Fay's father, and aerospace worker, drove her to and from school each day.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. Judy's parents, Henry and Luella Fay, found to their relief that the neighbors were sympathetic to Judy's plight. 'We have had a lot of compliments because of the way we faced up to the problem,' said Mrs. Fay.Ralph Crane—The LIFE Picture Collection/Getty ImagesCaption from LIFE. In the canopied bed where she has slept since childhood, Judy cuddles her son Dylan, who was born in late February. 'My son may have been unplanned,' Judy says, 'but he is not unloved.Ralph Crane—The LIFE Picture Collection/Getty Images
