To mark this Father’s Day on June 21, Dove is releasing an ad that wouldn’t have been possible without the foresight of some clever females.
The company cobbled together footage of men finding out that they were going to become fathers, news that their baby mamas (and one baby daddy) surprised them with in gift boxes and cards—with the camera rolling. All the footage was posted on public sites that Dove employees trawled through, contacting the parents to ask them to be part of the campaign.
Dove, whose “real beauty” campaign turned 10 years old in 2014, brought a similar approach to their men’s line, attempting to reflect dads as they are rather than as unrealistic archetypes. Jen Bremner, U.S. marketing director for Dove Men+Care, a line the company has been aligning with dads since it debuted in 2010, said that when the company was researching how to position the brand, they found that fathers felt falsely depicted in advertising, as either bumbling dolts or super-hot supermen.
“Actually becoming a dad is a very significant and transformative experience,” Bremner said. “It redefines their masculinity.” It also makes for some very good television.