…Because men don’t like being sterotyped either.

Dove has created an emotionally charged Father’s Day ad. Surprised? Of course, the idea that real dads moisturise is threaded through the intention of the ad, but Dove has made itself the champion of women’s self-esteem. So, let’s assume that its motives are good.

To create the film, Dove commissioned a study by market research group, Edelman Berland, who interviewed 1,000 dads between 25 and 54 years of age. It found that 3/4 of them feel that they are responsible for their children’s emotional well-being, but only 20% of those surveyed feel that this is accurately portrayed by the media.

So Dove then asked Los Angeles agency, Davie Brown Entertainment, to create the 60 second film, which shows how kids of all ages reach out to their dads and receive caring. The men in the ad, directed by Rob Meltzer and produced by Stun Creative, are real ads, not actors.

There are two titles – “For all the times they’ve answered our call…Isn’t it time we celebrate Dads,” that underline the ad’s message.

Marcus Buck, assistant brand manager for Dove Men+Care at Unilever UK, stated, “The video is designed to reflect on the moments that children call on their fathers for help, and show that these moments continue to occur throughout a father’s lifetime, no matter how old his children are.

The ad is currently on YouTube but will be shown on television in some countries. Dove also found out from its data that men spend nearly twice as much time on YouTube than women. It reached 9,647,410 views between June 9 and 17.