Taking their #Real[InsertOtherWordsHere] campaign one step further, Dove wants to do the unthinkable and celebrate fathers this Father's Day.

"Three quarters of dads say they are responsible for their child's emotional well-being, while only 20% of dads see this role reflected in media," says Dove, citing [Insert study they probably did themselves]. "It's time to acknowledge the caring moments of fatherhood that often go overlooked. This Father's Day, share the 'Calls For Dad' film to celebrate with a dad in your life."

"Isn't it time we celebrate Dads? [By buying Dove Men+Care]" the commercial asks. It's weird – by positioning themselves as the creators of good causes that other people have been touting for ages, Dove makes it hard to want to cheer for them or the cause.