This latest Dove ad aims to promote the Dove Men+Care campaign. The commercial is a compilation of real, authentic home videos found online, and features a whole montage of men finding out that they're about to be fathers for the first time.
The tear-jerking ad stays true to Dove's emphasis on keeping things real in advertising. The ad clearly aims to appeal to Generation X, a generation that both knows what it wants and understands itself. Research shows that Generation X responds particularly well to advertising portraying family matters and household activities, with females shown to display a preference towards sentimental ads that focus on life milestones.
The Dove Men+Care campaign, with its emphasis on fatherhood, certainly does that and appeals to Generation X with its authentic charm.
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