This New Dove Men+Care Ad Honors the Men "Who Were There to Care"
Riley von Niessen — June 15, 2017 — Fashion
While last year's Dove campaign for Father's Day focused specifically on fathers, the new Dove Men+Care ad for 2017 broadens its scope to encompass all male figures who were around to positively impact a child's life.
The hashtag #ThereToCare is associated with the new Dove Men+Care ad, and is promoted throughout the 30 second commercial that accompanies the campaign. Similarly to Dove's campaign for Father's Day that was launched last year, the 2017 commercial features various clips of heartwarming moments.
Although the traditional father figure is still acknowledged in the ad, it also honors the impact that grandfathers, uncles, teachers, and coaches have. With this, the new Dove Men+Care ad speaks to consumers who might not have always had a traditional father figure in their lives, and prompts them to take the time to thank their mentors and supporters.
The hashtag #ThereToCare is associated with the new Dove Men+Care ad, and is promoted throughout the 30 second commercial that accompanies the campaign. Similarly to Dove's campaign for Father's Day that was launched last year, the 2017 commercial features various clips of heartwarming moments.
Although the traditional father figure is still acknowledged in the ad, it also honors the impact that grandfathers, uncles, teachers, and coaches have. With this, the new Dove Men+Care ad speaks to consumers who might not have always had a traditional father figure in their lives, and prompts them to take the time to thank their mentors and supporters.
Trend Themes
1. Expanding Definition of Fatherhood - The Dove Men+Care ad broadens the scope of fatherhood to include all male figures who positively impact a child's life, highlighting the changing perceptions of fatherhood in society.
2. Inclusivity in Caregiving - The ad recognizes the important role played by grandfathers, uncles, teachers, and coaches in a child's life, promoting inclusivity in caregiving and challenging traditional gender roles.
3. Gratitude and Appreciation - The ad encourages consumers to express gratitude and appreciation for their mentors and supporters, creating an opportunity for businesses to promote products or services that facilitate heartfelt expressions of thanks.
Industry Implications
1. Personal Care - The expanding definition and inclusivity in caregiving highlighted in the Dove Men+Care ad presents an opportunity for personal care brands to develop products that cater to the specific needs of diverse caregivers.
2. Education - The recognition of teachers as important male figures in a child's life in the ad opens up innovation opportunities in the education industry, such as creating mentorship programs or resources that support positive male role models.
3. Advertising and Marketing - The focus on gratitude and appreciation in the Dove Men+Care ad offers opportunities for advertising and marketing professionals to create campaigns or strategies that promote messages of gratitude, inspiring heartfelt connections with consumers.
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