Dove looks at the realities of paternity leave
Following five fathers caring for their newborns, Ogilvy Canada's sensitive documentary campaign offers an insight into the joys and struggles of paternal duties.
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- Agency Ogilvy & Mather Canada/Canada
- Production Company Spy Films
- Director Tamir Moscovici
- Chief Creative Officer Brian Murray
- Copywriter Max Oss Rech
- Art Director Sam Mussa
- Copywriter David Weaver
- Producer Broadcast Sharon Nelson-Bailey
- Editing Company Outsider Editorial/Toronto
With an eye on the Government of Canada's new use-it-or-lose-it’ parental leave scheme (granting additional weeks of care to non-birthing parents, like fathers), Ogilvy Canada's latest work for Dove Men+Care follows five fathers as they care for their newborn children.
Magically captured by Spy Films' Tamir Moscovici - the restrained tone and fly-on-the-wall aesthetic highlighting the honesty of the actions - 5 Dads. 5 Weeks. manages to be both an authentic document and effective incentive for other fathers to #TakeTheTime.
Joining last month's WaterWipes work, covering similar truths of parenting, it seems that the rose-tinted view of newborn perfection may finally be moving to a more candid, and constructive, approach.