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ENGLEWOOD CLIFFS, N.J. — Dove Men+Care has released a film for their latest Father’s Day campaign, “Care Makes A Dad,” showcasing fatherhood in varying forms.
New research commissioned by Dove Men+Care found that 70% of people have an impactful father figure in their life — in the shape of stepfathers, foster fathers, godfathers, brothers, coaches, friends, teachers and more — but only 10% regularly celebrate them on Father’s Day.
Bones Hyland pictured with his cousin Izzy in the Dove Men+Care “Care Makes a Dad” campaign. Photo credit: Tomboy/MERMAN.
The film showcases six real stories of children from across the U.S. and their bonds with their father figures.
“We’re thrilled to bring attention to the unsung heroes of Father’s Day,” says Alejandro Fiecconi, global head of brand for Dove Men+Care at Unilever. “There are children with father figures in their lives who mean the world to them, show up for them, support them. These men exemplify care. We wanted to give these men a round of applause – even if they didn’t ask for one.”
Featured in the film is Nah’Shon Lee “Bones” Hyland, father figure and professional basketball player. Bones has been a father figure to his cousin Izzy since a tragic incident brought them closer together when Izzy was a baby, creating an inseparable bond. Bones’ compassion and commitment to doing what’s right every day makes him a role model and hero to Izzy, and exemplifies the ways care makes a difference.
“It’s an honor to be featured in this campaign,” says Bones Hyland. “My cousin Izzy is one of the most important people in my life. He’s like a son to me. I’ll be there for him every step of the way any way I can.”
Ogilvy, who led creative development of the campaign, shares more on the evolution of the campaign. “This year, building on our commitment to celebrate and champion the transformative care that all dads can give, we’re throwing the definition of fatherhood open wide,” says Rob Butcher, global creative director, Dove Men+Care for Ogilvy.
Dove Men+Care also launched the “Celebrate ALL Father Figures” sweepstakes where select winners will be featured in a full-page ad in The New York Times following Father’s Day. The campaign also includes a New York City photography popup on June 14th from 2 PM to 6 PM at the 91st Street Plaza between 2nd and 3rd Avenue.
