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By Ben Popken

If you want to see a man cry, show him Dove's 2015 Super Bowl ad.

Dove, a TODAY sponsor, has joined the pre-Super Bowl ad rush with its new campaign centered around how men showing that they care for their children makes them stronger.

The ad has a series of clips of different kids at different ages shouting and saying variations on "Daddy!" and "Dad" as they leap into their father's arms, get snuggles, get pushed on swings, and celebrate important life moments. The dads kiss, hug, toss, hold and smile. 

"What makes a man stronger? Showing that he cares," reads the ad's on-screen text. "Care makes a man stronger."

The ad then ends with a promotion for the the Men + Care line of Dove products and the #RealStrength social media campaign.

Dove is mainly known for its products and ads targeting women, especially its "Real Beauty" campaign. This would seem like a new direction for them, but in 2010 the Unilever company took out a Super Bowl ad for the same line of men's products. While uplifting, it had more of jokey tone. This year's Super Bowl ad itself is also the same as one they ran during last Father's Day but with a new tagline and hashtag campaign.

Email ben.popken@nbcuni.com or tweet @bpopken.