WATCH Dove appreciates fathers

Dove, traditionally known for its powerful  women-centric ads, has lent its touch to an ad for men this time around.

Created for Father's Day, the campaign was launched this week on social media to show how fathers matter to their children.

"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," said a note on the video.

“It's time to acknowledge the caring moments of fatherhood that often go overlooked,” said the brand.

It looks like video is doing well - published on Monday this week, it's already pulled in more than 1.3 million views.