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Company: Unilever
    View Company Scorecard / Contact Company
Brand: Baby Dove
Ad Title: #RealMoms
Business Category: Personal Products
Media Outlets: Online Video
Country: United States
Region: US National
Agency: SapientRazorfish
Year: 2017
Target: Gays & Mainstream
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Theme(s)

Multiple Gender Expressions

Same-Sex Couples/Families

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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Following up on its #RealBeauty campaign to challenge stereotypes about what women should look like, Unilever introduces a similar theme with #RealMoms on what moms should look like and includes a rock climber, a cattle rancher, a break dancer, a single mom, and a trans woman -- the first time a trans woman is shown as a parent in a commercial.

"We are both his biological parents," says Shea, who cares for her newborn son with her female partner/wife. "You get people who are like, ‘What do you mean you’re the mom?’ We’re like, ‘Yep.' ’’

A closing shot includes Shea and her significant other wearing helmets and Angel City Derby Girls uniforms on the court.

Dove writes on YouTube: "Meet #RealMoms whose diverse parenting styles shatter stereotypes about motherhood and prove that there are no rules about how to be a parent today. From Cassidy, who is raising her son on a cattle ranch, to Elise, who brings her daughter to breakdance battles – we're so inspired by moms around the country who trust their way."

A #RealDads ad is separate.

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