Dove is reverting to sentimentality for its latest ad campaign, this time training its socially conscious eye on dear old Dad.
Dove’s male-focused brand Men+Care launched a video and social media campaign on Monday aimed at accurately depicting modern fathers’ roles in their children’s lives.
The campaign somewhat mirrors Dove’s wildly popular “Real Beauty Sketches” campaign in that it deals with a schism between perception and reality. The “Real Beauty Sketches” video — which addressed the schism between how beautiful women feel and how they’re actually perceived — was viewed 163 million times worldwide as of June 2013, according to Google, and was awarded the Titanium Grand Prix at the Cannes Lions festival in 2013. Dove’s subsequent real beauty ad “Patches” spurred some backlash, however, for making women look gullible and lacking confidence.
This new campaign is aimed at men, however. It specifically targets fathers who feel as though their role in child-rearing is not fairly represented in the media. Research conducted for the campaign revealed that fathers feel they and their fatherly responsibilities are routinely misrepresented as clueless, ineffectual or outdated. The new commercial seeks to rectify that.
The spot shows dads offering their children the kind of emotional support stereotypically associated with motherhood, for instance.
— Dove Men+Care (@DoveMenCare) June 9, 2014
Dove Men+Care also sponsored a segment on the “Today Show” on Monday morning in which children were asked about their fathers:
The show tweeted the Dove Men+Care commercial from its own account Monday morning.
— TODAY (@TODAYshow) June 9, 2014
The campaign is meant to coincide with the lead-up to Father’s Day this Sunday. The message from Unilever appears to be that Dove is for fathers. (Unilever’s Axe brand is better suited to young, single males who aspire to be mauled by women in public spaces.)
“We anticipate men’s needs at different stages of their lives, and create products to meet them,” Unilever’s vp of marketing Rob Candelino told Digiday. “The Dove Men+Care and Axe users are guys at different stages in their lives, and each brand’s efforts are tailored to reflect the unique interests and needs of these men.”
Vincent DiCaro, vp of non-profit organization the National Fatherhood Initiative, praised the new campaign’s portrayal of fathers.
“It does actually do a great job of presenting a positive and realistic image of fathers, and that can be helpful,” DiCaro said. “But it is also a sentimental way to sell soap. And there’s no reason why it can’t be successful at both of those things.”
DiCaro added that the Dove spot does represent a shift away from how dads are typically portrayed negatively in ads. “It’s like advertisers have a playbook that says, ‘If we want a laugh in our ad, we will have a woman mocking her husband,’” he said.
It’s no surprise Dove Men+Care decided to tug at dads’ heartstrings given the immense amount of publicity “Real Beauty Sketches” generated. But the feel-good commercials reveal an interesting difference in how men and women view themselves: The “Real Beauty Sketches” illustrated (literally) that women are more beautiful than they perceive themselves to be. #RealDadMoments shows men think they’re under-appreciated relative to what the world thinks of them.
If brands are publishers, now, then perhaps Dove is printing a sociology journal.
Image via Dove Men+Care
Florist brand uses video to connect with families during the holiday season
FTD LLC, also known as Florists' Transworld Delivery, is looking to stand out during the holiday season through connected TV with the goal to drive brand recognition and incremental traffic.
Why this luxury hotel chain bets on user generated content’s ‘power of the people’
As UGC becomes more important in today's growing creator economy, Red Carnation Hotels holds steadfast to relying on it.
Is the future of metaverse advertising cross-platform activations?
Some marketers believe this type of cross-platform activation is the future of metaverse advertising — but not everyone is convinced quite yet.
SponsoredHow brands are harnessing full-funnel measurement for growth
Sponsored by Amazon Ads Full-funnel marketing is how brands capture existing demand and create new demand. According to McKinsey, campaigns that combine brand and performance elements deliver a higher return than those targeting performance channels alone. As a result, brands are increasingly integrating upper- and lower-funnel strategies rather than viewing them as two distinct functions. […]
Whisper it: some advertisers still like Elon Musk’s Twitter
Twitter is an anathema to a lot of advertisers right now -- but not all of them.
Member ExclusiveMarketing Briefing: ‘The answer is no’: Why agencies need to reject RFPs with egregiously extended payment terms
Despite the abnormality of the 360-day request, the focus from some clients and procurement officers on extending payment windows has many calling for agencies to reject participating in pitches with such requests going forward.