#DearFutureDads – Dove 2018 | Clapboard Ad Archive

74

#DearFutureDads - Dove Men+Care - Dove | Clapboard Ad Archive

#DearFutureDads from Dove Men+Care arrived in the United States in 2018 as a defining push in the beauty market, placing the brand’s progressive stance on masculinity and caregiving in sharp focus and asserting its leadership on issues shaping family life. Built on emotionally potent storytelling and launched strategically around Father’s Day, the campaign takes the form of a subtitled 1 minute and 10 second film that moves beyond category convention, rejecting product-centric messaging for vignettes of genuine, everyday father-child connection. The creative leans into what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, consistently portraying fathers the target audience can see themselves in or aspire to be; this approach deepens resonance with modern men, repositioning the Dove Men+Care portfolio away from functional benefit and toward an identity anchored in care, emotional openness, and social responsibility. With nearly 600,000 views achieved on owned YouTube channels, the campaign succeeded in reaching a sizable mass audience, igniting timely social conversation and leveraging momentum to address an urgent workplace issue: paternity leave. In partnership with earned, owned, and paid social across Facebook, Twitter, and Instagram, the brand mobilized both men and women to advocate for paternity leave access, pointing viewers to a dedicated resource hub at dovemencare.com/paternityleave that elevated the initiative from traditional brand positioning to real-world advocacy. The Dove Men+Care brand’s partnership with its agency resulted in a campaign that uses the platform of Father’s Day not as a cliché, but as an opportunity to challenge societal dogmas about the male caregiver role, extending its influence from the beauty category into corporate and cultural spheres. The campaign earns 74/100 in Clapboard’s global creative archive. This work matters to the industry because it demonstrates how beauty brands can use user-identifiable imagery and brand purpose to create both immediate cultural relevance and lasting market differentiation.

Credits

Client

Dove

Category Mind Map

48%

The #DearFutureDads campaign by Dove Men+Care, launched in the United States in 2018, centers on positioning the brand as an advocate for modern fatherhood and emotional involvement in parenting. The core brand proposition emphasizes the positive societal and familial impact when fathers actively participate in caregiving, underscoring Dove Men+Care’s commitment to supporting and normalizing paternity leave. By aligning itself with the values of responsibility, care, and equality, the campaign reinforces Dove’s broader identity as a champion of authentic masculinity that moves beyond traditional stereotypes. Strategically, the campaign leverages a timely and culturally relevant insight: the growing awareness and demand for paternal involvement in early child-rearing and the benefits of paternity leave. Targeting fathers-to-be and the wider community, it adopts a narrative approach that appeals emotionally through a direct, inclusive message, symbolized by the hashtag #DearFutureDads. The creative angle frames caring fathers as agents of positive change, thus engaging male viewers on a personal level while fostering empathy among broader audiences. By weaving social activism into its messaging, Dove Men+Care differentiates itself in the beauty industry, traditionally focused on appearance, by emphasizing emotional and social well-being. The campaign’s use of digital video content with subtitles and a strong call to action, supported by linked social platforms, amplifies its outreach and engagement. This strategy effectively taps into fatherhood trends and contemporary social conversations, aiming to build brand affinity through meaningful cultural resonance rather than conventional product-centric communication.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign, "#DearFutureDads | Dove Men+Care," centers on celebrating the positive impact of caring fathers and advocates for paternity leave, as highlighted by language like "championing paternity leave for dads everywhere" and "celebrates the impact dads have on the world." The spot leverages relatable or aspirational images and stories of fathers, positioning Dove Men+Care as a brand for involved dads. There's no direct product demonstration, no explicit narrative arc or resolution dependent on the product, and the focus is on the emotional role and identity of modern dads—the key targets Dove wishes to connect with. Thus, the entire execution exemplifies Associated User Imagery, depicting the archetype Dove wants men to aspire to: the caring, hands-on father.

1. Nivea Men – Market Positioning Nivea Men positions itself as a trusted, dermatologist-backed skincare brand that combines effective, affordable grooming solutions with a focus on male-specific needs. It emphasizes simplicity and reliability, appealing to men who seek functional, no-nonsense products for everyday care. 2. L’Oréal Men Expert – Market Positioning L’Oréal Men Expert leverages advanced scientific research and innovation to offer premium skincare and grooming products tailored for men. It targets modern, confident men who value cutting-edge solutions for skin health, anti-aging, and performance. 3. Axe (Lynx) – Market Positioning Axe positions itself as a bold, youthful brand with a lifestyle-driven approach focused on attraction, style, and confidence. Its marketing emphasizes social and romantic appeal, appealing primarily to younger men with edgy, scent-focused personal care products. 4. Old Spice – Market Positioning Old Spice blends humor, masculinity, and nostalgia to create a distinctive brand voice that stands out in men’s grooming. It focuses on strong, memorable scents and a playful, confident persona to engage men seeking fun, iconic grooming experiences. 5. Jack Black – Market Positioning Jack Black offers premium, high-performance skincare and grooming products for men, with a focus on natural ingredients and simple, effective formulations. It targets discerning men who want quality, no-fuss solutions that support a refined, active lifestyle.

Q: What is #DearFutureDads - Dove Men+Care about? A: #DearFutureDads - Dove Men+Care is a 2018 film campaign created for Dove and launched in the United States, focusing on redefining modern fatherhood within the beauty and personal care industry. The campaign centers on a heartfelt, subtitled film that celebrates the emotional and societal impact of engaged, caring fathers. Timed around Father’s Day, it advocates for paternity leave and urges support for dads’ rights to be present during early parenthood. With nearly 600,000 views and significant online engagement, the campaign leverages authentic father-child moments to challenge stereotypes and foster a broader conversation about gender equality in parenting. Q: What creative device does #DearFutureDads - Dove Men+Care use? A: #DearFutureDads - Dove Men+Care employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers the campaign on relatable and aspirational depictions of fathers, presenting user profiles that the target audience can identify with or aspire to become. The film avoids direct product demonstration and instead focuses on authentic, emotional storytelling that humanizes fatherhood. By showcasing genuine moments between dads and their children, the campaign positions Dove Men+Care as a brand aligned with the values and identities of modern, caring fathers. Q: What is the campaign proposition for #DearFutureDads - Dove Men+Care? A: The campaign proposition for #DearFutureDads - Dove Men+Care is to position Dove as an advocate for modern, emotionally involved fatherhood and to champion paternity leave as a societal norm. By targeting fathers-to-be and the wider community, the campaign underscores the positive impact of active paternal caregiving and aligns the brand with values of responsibility, care, and gender equality. This strategic stance differentiates Dove Men+Care in the beauty category by shifting focus from appearance to emotional and social well-being, aiming to build deeper brand affinity through meaningful cultural relevance. Q: How does #DearFutureDads - Dove Men+Care rank in Clapboard's archive? A: #DearFutureDads - Dove Men+Care holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Dove's category? A: In the beauty and personal care category, Dove faces competition from brands such as Nivea Men, which is positioned as a reliable, dermatologist-backed choice for straightforward grooming; L’Oréal Men Expert, which emphasizes scientific innovation and premium skincare solutions; Axe, which targets younger men with a bold, lifestyle-driven approach focused on attraction and confidence; Old Spice, known for its humorous, nostalgic, and distinctive masculine persona; and Jack Black, which appeals to discerning consumers seeking high-performance, naturally formulated grooming products. Each competitor brings a distinct brand ethos and market positioning to the male personal care landscape.