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.