I love, love, love when companies and brands go pro-Dad. Last year, Cheerios released a “How to Dad” series of ads that were adorable and quite perfect in their ability to silence the ridiculous “dumb Dad” meme.

This year, one company has upped the ante on featuring fatherhood in its marketing. You might need to grab the Kleenex to watch Dove’s newly released Super Bowl ad.

Called #RealStrength, Dove’s commercial asks, “What makes a man stronger?” Take a look:

Dove’s intention is to highlight the caring side of masculinity. The ad’s description states, “90% of men around the world say that their caring side is part of their masculinity and strength. Let’s acknowledge the caring side of men and celebrate their #RealStrength as a true sign of masculinity.”

Let’s not pretend that feelings are more ruggedly masculine than beards (because they’re not). That being said though, Dove’s ad is still heartwarming, lovely to watch, and I will always applaud efforts that showcase the awesomeness of men and emphasize their vital role in the family unit.

In 2013, just in time for Father’s Day, Dove partnered with Operation Homefront to reunite 300 servicemen with their families. The result? Hope you kept those Kleenex handy:

Kudos to Dove for giving Dads a little love.

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