Dove Men+Care Celebrates ‘First Fatherhood Moments’

By Erik Oster 

Dove Men+Care launched a Father’s Day spot entitled “First Fatherhood Moments,” presumably from The Marketing Arm (who handled its previous “#RealStrength” effort) celebrating the moment when men first learn they’ll be fathers.

A new 60-second spot released in time for the holiday shows the reactions from a series of men as they learn that they will be dads for the first time. It’s a simple but emotional approach, with footage sourced from real reactions posted around the web (and used with permission). The real reactions, ranging from stunned (but happy) look to laughs to tears of joy lend the spot an air of authenticity absent from many brands’ Father’s Day efforts. It also helps that the brand has built recent campaigns around celebrating dads, making the effort seem like a natural extension. According to Mashable, the campaign was built around research which found that 82 percent of men saw fatherhood as an emotionally transformative experience, although that numbers seems a little lower than you’d expect, if anything.

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