retail news in context, analysis with attitude

by Kevin Coupe

I'm a particular fan of commercials that communicate a sense of authenticity and don't take a hard-sell attitude - I think they tend to resonate to a greater degree, and give one a sense of how a product might fit into one's life, as opposed to just appealing to some level of acquisitiveness.

Such an ad can be seen as part of the Dove's Men+Care campaign, in which the company offers a montage of men finding out that they are going to be fathers. It is compiled, according to a story in the Christian Science Monitor, from real home videos found online.

The story says that it isn't just me who feels this way about advertising - that "the ad's 'real' factor reflects a greater shift in the advertising industry, as research finds that Generation X, Millennials, and Generation Z all place a high value on authenticity in marketing." (Being an aging Baby Boomer, I'm happy to be in their company.)

And so, since Sunday happens to be Fathers Day - and because I remember how excited I was when I found out Mrs. Content Guy was pregnant - I thought I'd share the commercial with you here.

It is an Eye-Opening approach to marketing that ought to be adopted by more businesses - it is about creating connections rather than making sales, about establishing relevance rather than selling, selling, selling. It is, I think, terrific work ... and continues the pattern of Dove's broader work, which focuses on real strength and real beauty, not some artificial and ultimately unobtainable version of these attributes that is so often peddled by marketers.


KC's View: