Dove’s Super Bowl ad will make a grown man cry

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It looks like Dove may be the first brand to release its Super Bowl ad online — and it’s a tearjerker aimed at dads.

The ad consists of one word, “dad” (or “daddy”), which is repeated by boys and girls at different stages of their lives. The repetition is affecting, particularly on repeated viewings and may results in watery eyes from more than a few fathers

Dove, which is known for its decade-plus “Real Beauty” campaign and 2013’s viral hit “Sketches,” has mostly targeted its advertising at women. In 2010, the brand bought a Super Bowl ad to promote its men’s line Men + CareThat ad was much more jokey in tone and employed a version of “The William Tell Overture,” with lyrics like “Go out with your friends, but be a gentleman too. Then find a girl who’ll say ‘I do’…” Read more…

More about Advertising, Dove, Business, Marketing, and Super Bowl 2015

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