Entertainment Articles

Advertising Age

Dove Gives Guys a Break in Men+Care Push

March 20, 2013

Unilever is wading into the debate over men as buffoons in advertising.

For years, a vocal contingent has claimed that men are made sport of in advertising -- depicted as silly, hapless or dumber than women. But the marketer of Dove Men+Care hopes to turn that notion into a historical footnote with its "Real Moments" campaign. The effort, breaking this week and running throughout the NCAA Basketball Tournament, focuses on real-life fatherhood tales from Miami Heat star Dwyane Wade and ESPN college basketball analyst Jay Bilas.

"We hear from 73% of men that they're falsely or inaccurately depicted in advertising," said Rob Candelino, VP-skin-care marketing at Unilever. He boils the common depictions of men into three categories: alpha males with chiseled abs driving high-powered sports cars, guys obsessed with winning the affections of women or buffoon dads.

Continue reading at AdAge.com

Read entire article on Advertising Age
« Previous Article Next Article »

More From Entertainment Articles

  • CMT Music Awards and the Marriage of Country and Pop Culture
  • J.J. Abrams Adapting Rod Serling's Final Screenplay for Miniseries
  • NBA Could More Than Double Its Annual Rights Fees in New TV Deals
  • Best of Luxury

    Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
    View All Best of Luxury