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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.

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