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Dove – 5 Dads. 5 Weeks.

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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 FilmsTamir 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.

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