A new ad from Dove's Men+Care line channels the giddy joy of the moment a man is told for the first time that he will be a dad.
Released just in time for Father's Day, the one-minute spot features the emotional gasps, hugs and tears of 13 men who just discovered they have a baby on the way. In each case, a creative gift from a partner breaks the news.
The touching home-video moments are pulled from real reactions posted around the web, which Dove wove together with each couple's permission.
The premise is rooted in company research that showed the vast majority (82%) of men see fatherhood as an emotionally transformative experience, according to Jennifer Bremner, the Director of Marketing for Dove Men+Care.
From there, it was a matter of finding authentic and expressive videos online, and Bremner said there was no shortage to choose from.
The campaign builds off of Dove's other efforts to play up dads. Last year, the company put together a reel of moving scenes of fathers and kids after a survey found that dads feel under-appreciated in the media.
The ad's release also kicks off a series of Medium posts the company is running called "To All Dads" which features dad-to-dad advice, personal experiences and support from authors, journalists and parenting experts.