Dove decided to go full out weird and air a commercial featuring a transgender mom.
The advertisement begins normal enough with a mom saying, “Everybody has ideas about what it means to be a good mom and most people feel they have a license to tell you what they think it means to be a good mom.’

Then another mom says, “Moms are redefining what it means to be a ‘good mom.”

Then comes the transgender ‘mom’:

We are both his biological parents. You get people who are like ‘what do you mean you’re the mom? I’m like yep! We’re both gonna be the moms!’

via Tea Partier:

Im not sure what Dove is thinking in terms of audience appeal and engagement. Most people don’t want to see this kind of nonsense.