Dove’s Super Bowl XLIX commercial has been released and the rumors are true: it is pretty damn touching! This one is for all you dads out there. And for all you kids, too. Because… y’know… if you’re a kid, you had a dad. That’s the way it works, in the basic terms.

Back during Super Bowl 44, Dove ran a funny ad all about what it means to be a man. The spot was a hit then and it’s still pretty funny today (go ahead and watch it and then we’ll talk more)…

…but this year’s approach is actually far more resonant. Dove’s Super Bowl 49 commercial doesn’t try for laughs, though you will find yourself smiling. Rather it simply shows us those moments we’ve all been through with either our own parents or kids. That’s why the ad works: most anyone who watches this commercial will relate to at least a few of these touching vignettes, if not to most of them.

And hey, want to know something funny? This earnestly heartfelt commercial is stirring up a huge amount of controversy, with people claiming it coopts the established sense of masculinity and tries to rebrand it as something overly soft and sensitive. We’d love to hear your thoughts on the issue, and we’ll lead with ours: being a devoted, caring dad is masculine. So is chopping wood and sipping fine bourbon and climbing mountains. Best of all? Chopping wood on a mountain while sipping bourbon WITH your kid. As long as they’re old enough, of course. You don’t want to start them with an axe too young…