Dove Appeals To Dads with Montage of 'Real Dad Moments'
Film is Based On Research into How the Media Portrays Fathers
Jun 11, 2014
Like fellow toiletries brand Johnson & Johnson, Unilever's Dove is taking a look at the role Dad's play in their children's lives this Father's Day. Dove's film, seen here, is a montage of 'Real Dad Moments' showing how kids need their Dad (whether it's calling him from the roadside when they've broken down or yelling for help when they're swinging on the monkey bars.) It's based on research it did for its Dove Men+Care brand, which found that three quarters of dads say they are responsible for their child's emotional well-being, while only 20% of dads see this role reflected in media. The study also showed that only 13% of dads believe the media portrays fathers as responsible for childcare and 61% say the media portrays them negatively. The film (created by branded content specialist Davie Brown Entertainment/ The Marketing Arm) ends with the line, "Isn't it time we celebrate Dads?"