Dove targets males for first time in Mother's Day press campaign

Ogilvy & Mather has created a national Mother's Day press campaign for Dove, which targets men for the first time.

The aim of the drive is to convince fathers that Dove Silk Bath is the perfect gift choice for Mother's Day. The campaign will target fathers and urge them to show their wives they are appreciated by buying Dove Silk Bath as a Mother's Day gift, on behalf of their children.

O&M's press executions aim to convey the key benefits of Dove Silk Bath as a treat that allows mothers time to themselves as they relax in their baths.

The activity takes a humorous approach by drawing attention to "great unrecognised men of history".

The campaign includes spoofs such as John of Arc - the unsung husband of the headline-grabbing Joan.

Each execution concludes with a photo and biography of a "Dove dad" who was farsighted enough to buy Dove Silk Bath for his wife, but let his children take the credit.

Media planning and buying is through Initiative Media.

The campaign also includes a national radio spot, "background noises", and a poster that will appear in the changing rooms of Burton men's clothing stores.

The ads were written and art directed by Lawrence Seftel and Gary Anderson.