Posts Tagged ‘Boots’

Dove does Dads

Monday, June 22nd, 2015

Father’s Day has just happened and businesses everywhere were going crazy with offers, promotions, and discounts that would let your dad know that you appreciate him. Everywhere from Tesco and Boots to Jack Wills and Twinings Tea is capitalizing on how much you love your old man.

Whether they were offering up a classic cuppa, a cosy pair of socks, a hamper of Old Spice, or a discount on beer, the message is clear: your dad cares about you, and he deserves a treat.

Father's Day Jack Wills

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Dove have just entered the Father’s Day arena with a video that has warmed the very cockles of our hearts. Their advert for Dove Men+Care doesn’t mention a thing about the most important date in any dad’s social calendar, and it doesn’t mention any of their products. They seem to have completely ignored the ‘he deserves a treat’ half of the above statement, and focused instead on the first half.

For Father’s Day, Dove want to let the world know that men care, and that showing how much you love your kids doesn’t take away from your masculinity. With a slogan that states ‘Care Makes A Man Stronger’, they’re targeting the thing that men care about most. No, not their cars, and no, not their darts team. Dads care about their kids, and Dove are tired of the stigma that showing love makes you weak in some way.

Dove Men Care Father's Day

The video follows the stories of 13 different men in their ‘First Fatherhood’ moment – finding out that they’re going to have a child. Across the world, Dove have documented these men dropping what they’re holding, going slack-jawed with shock, and asking if they’re being lied to, all in the name of parental joy.

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This is a great move in subliminal marketing from Dove. It’s no secret in advertising that playing on people’s emotions is a surefire way to stick in their minds, and Dove have managed to harness this whilst still going against the grain. There’s no hint of a Dove-branded face cream bottle in sight, but by the time the advert is over, you’re invested.

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Since the dawn of time (that may be a slight exaggeration in time scale…), Father’s Day advertisements have focused on dads playing football, drinking beer, and manning barbecues. It’s never been the norm to show men caring about their kids in the way that women are during the Mother’s Day period. Dove have thrown that out of the window, and are saying that #RealStrength is crying with happiness when you find out you’re going to be a dad, and we think that’s lovely.

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This Father’s Day, whether you’re gifting your pop with socks, beer, or a pair of tongs for his barbecue, let him know that you love him just as much as he loves you. It’s what Dove would want.