Unilever's Purpose Leads to a Father's Day Gift for Us All

In 20072008 Mindshare rallied its clients Suave a Unilever Brand and Sprint to create In the Motherhood a webisode comedy series targeted to new moms that was distributed on the MSN network The series included popular talent including Leah Remini Jenny McCarthy and Chelsea Handler For its time the series did well on the web but floundered when it was pickup as a TV series by ABC and was recastSince that time the branded entertainment and content world has flourished with The Myers Report forecasting Branded Entertainment will be an 88 billion business in 2020Also read Unilever39s Aline Santos Shares New TV Strategy and Apple TV Partnership by Simon ApplebaumJust in time for Father39s Day Apple TV will be launching a touching funny heartwarming new documentary Dads Directed by awardwinning actress Bryce Dallas Howard the film is receiving very positive reviews with a 100 Fresh rating on Rotten Tomatoes as of this writing Dads brings together several stories and perspectives of fatherhood from both celebrities such as Jimmy Kimmel Will Smith Judd Apatow Jimmy Fallon and a mix of noncelebrity fathers Dads is available to watch on Apple TV You may watch the trailer for Dads hereIn Howard39s words as told to ABC39s Good Morning America quotFor me stories are so powerful because they are a gateway to radical empathyquot One of the subjects of the film was Howard39s brother Reed who found out that he and his wife Ashley were expecting midway through the project Says Howard quotDuring my sisterinlaw39s baby shower I was looking for my brother and someone told me he was in the basement with my dad legendary actor and director Ron Howard Here we were hearing the screams of countless women supporting Ashley in this venture and yet my brother was downstairs with my dad 39hiding39 I realized that men have no right of passage when they become fathers I got to capture conversations with my brother and my Dad and witness how he helped prepare himselfquotThe whole concept of this documentary aligned with the purpose of Dove39s MenCare brand who has made it part of its Brand Purpose to support the right for paid paternity leave with its quotPledge for Paternityquot effort Unilever produced Howard39s DadsIn a recent Leadership Conversation with Unilever39s Global EVP Global Marketing and Chief Diversity Officer Aline Santos Jack Myers asked Santos about the role of OTT in this new nonlimited ad supported media environment Santos was very excited about the options available at this time and explained that purpose plays a very important role 39When you have purpose in a brand there is so much more you can tell your consumers So if you39re selling a soap the conversation is not only about soap but in the case of Dove it is about selfesteem There are so many issues that we like to tackle in content in a different way We are launching a new movie that Apple has bought from us Dads We are going to be talking about the importance of men taking responsibility and care for their kids the pleasure for men that this role brings but also the empowerment that brings to women When men come in as caregivers and liberate the women It is amazing that paternity leave is not available throughout the world and that is something we are fighting for In our own company when we started the paternity leave policy not many men were taking it Our CEO said that for every man in our company who has the right to take that paternity leave and doesn39t have them give me a call With this announcement overnight all the men in the company were taking paternity leave and now they are championing itYou can watch the ondemand version of Jack Myers39 Leadership Conversation with Aline Santos hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Unilever's Purpose Leads to a Father's Day Gift for Us All

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Jeff Minsky

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