Dove must have finally realized that women have caught on to their marketing ploy with their Real Beauty ad campaign, because they’ve now turned their attention to the men. Today, Dove Men+Care released a new video for Father’s Day.

According to Dove, “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. It’s time to acknowledge the caring moments of fatherhood that often go overlooked.”

Well, we’d love to be snarky and rail against the beauty brand for extending the typical disingenuous message they’ve been feeding to women to men, but the “Calls for Dad” video is actually pretty terrific and refreshing.

In spite of the message being wrapped up in an ad, we love it. Now if they can just apply the same respect to women!