Dads is a joyful exploration of modern fatherhood that depicts vibrant and emotional true stories of dads from around the world who challenge cultural norms and stereotypes. The film features a Greek chorus of celebrity dads such as Will Smith, Hasan Minhaj, Jimmy Kimmel, Kenan Thompson, Jimmy Fallon, and Neil Patrick Harris, who add hilarious commentary and heartfelt reflections on their fatherhood experiences. Also running throughout the film's narrative is director Bryce Dallas Howard's deeply personal storytelling around the dads in her own family: her father, Ron Howard (also the film's producer), her grandfather Rance, and her brother Reed (a new dad).

With consumers spending increasing amounts of time in ad-free environments such as streaming platforms, Dove Men+Care wanted to step outside the world of advertising and into entertainment. The resulting film, Dads, was created with the goal of landing a premium distribution deal in mind. At the 2019 Toronto Film Festival, Dads sold to Apple TV+ for a profit. It was cited as the first film acquisition for the platform (branded or otherwise).

The Dads acquisition was a notable moment for branded entertainment because brand films are rarely acquired by streaming platforms, let alone for the sum that Dads was acquired for. The funds were later used by Dove Men+Care to cover the brand’s campaign media budget, which was cut due to the pandemic.