Way back in 2010, Dove used the Super Bowl to launch its Men+Care brand—and this year Dove is back with another Super Bowl ad to show what #RealStrength means. Challenging stereotypes that are directed towards males, the ad shows men as caring parental figures who aren't afraid to show emotion to kids of all ages during moments that are both proud and tough.
Dove notes that its ad was created in response to the fact that most "men around the world say that their caring side is part of their masculinity and strength." Rather than representing sensitivity as something that makes a father figure weak, Dove's ad triumphs caring dads by presenting them as multidimensional individuals that make their kids better people.
Why This Trend Is Growing
- Challenging Stereotypes
- By challenging gender stereotypes, brands can tap into the growing demand for progressive and inclusive messaging.
- Celebrating Fatherhood
- There is an opportunity for brands to focus on showcasing fathers as nurturing and caring figures, expanding the traditional perception of masculinity.
- Multidimensional Masculinity
- Brands can embrace the idea of men having multiple dimensions by portraying them as strong, caring, and emotional figures.
Industries Being Reshaped
- Advertising
- The advertising industry can incorporate diverse and inclusive representations of fatherhood to resonate with millennial and Gen Z audiences.
- Parenting
- In the parenting industry, there is an opportunity to create products and services that cater to the needs of modern fathers and challenge traditional gender roles.
- Branding
- Brands can use the concept of multidimensional masculinity to enhance their brand image by embracing diversity and promoting social progress.
