Dove Targets Dads in Super Bowl Ad

Published On
Jan 20, 2015

Editor's Pick

Unilever's Dove announced that it will be featuring a dad-themed ad during the Super Bowl. The spot, promoting the brand's men care line, is a new cut of its "Real Dad Moments" ad it debuted during Father's Day last year, featuring a host of men in touching father-child moments.

The commercial was created out of Davie Brown Entertainment/The Marketing Arm and was based on brand research that found men believed the media didn't adequately reflect their real childcare roles. Three-quarters of dads said that they felt responsible for their kids' well-being, but only 20% of them thought that role was portrayed in the media.