Dove Men+Care is setting off on the road to self-fulfilment once again, this time with a Father’s Day campaign through Havas helia, which used to be direct marketing agency EHS.
This is based on the not very startling research finding that most men find that becoming a father changes the way they think about themselves. The real dads featured in the ad seem to burst into tears a lot.
Dove Men+Care director of marketing Jennifer Bremner says: “Fatherhood has evolved from previous generations, with men drawing strength and fulfillment from their caring roles—in fact, 88 per cent of men feel that taking care of their family makes them feel strong. Our brand has seen this displayed through the personal stories and experiences dads are sharing online. In celebration of Father’s Day, we collated real moments, from real men, to show the world that a dads’ care begins from the very first instant he finds out he’s going to be a dad.”
Time to man up I’d say.
MAA creative scale: 4.