Looking for a good cry this Father's Day? Dove's got you covered.
A new short film promoting the brand's Men+Care line features real fathers-to-be in the moment they discover they are going to be a dad. The one-minute video shows a variety of men experiencing shock, awe, and ultimately joy as their behind-the-camera partners share the news.
The ad uses real reaction videos shared online (used by Dove with permission from the families) against a moving musical score for maximum tear-jerking impact. Home pregnancy test kit wands are waved about, and at one point a man bursts into tears.
Then comes the punch: a slide of text that reads, “Real strength means showing you care even from the very first moment.”
Such intimate, raw footage isn't the kind of work we'd expect from a major commercial brand, but then again, we've come to expect no other kind of campaign from Dove, which has established itself as an advertising trailblazer with works like #ChooseBeautiful, and the recent '"dadvertising" slam dunk, the #RealStrength “Daddy” pre-Super Bowl ad.
“The campaign definitely strikes an emotional chord with me,” says first-time father Juan Martinez, a 32 year-old Brooklyn resident and journalist. “It's been about 10 months since my wife told me we were expecting. I'll never forget that moment — where we were, what time of day it was, how I felt when I found out, and how my wife and I spent the rest of the day. It was great to watch this commercial and relive that experience.”
What makes “First Fatherhood Moments” especially effective is that it not only connects with dads, but with moms, too.
Martinez's wife, 33 year-old Dana Grabarchuk, who works in financial services and is also a first-time parent, says that as a new mom, the campaign bridges the gap between “momvertising” and “dadvertising.”
“Dove is recognizing that most men are now incredibly emotionally involved with their kids even from the point of finding out they're about to be fathers,” says Grabarchuk. “It is as realistic to me as a montage of moments they could've put together on new moms reactions to finding out that they're pregnant.”