Dove has repurposed its popular Superbowl ad, which shows the power of men that care, for the Australian market.
This month, Dove Men+Care is following in the footsteps of its female counterpart, launching its ‘Real Strength’ campaign that aims to drive a discussion around the evolving idea of masculinity among modern Australian men.
The Australian campaign follows on from the launch of the global campaign at the Superbowl this year. The ad has been adapted for the Australian market to go to air in May, along with a Fox Sports partnership, and a 10-part digital podcast series with well-known Australians, created in partnership with the Wake Up Project.
The campaign is based on insights derived from research carried out under the guidance of celebrated masculinity author and researcher Dr Michael Kimmel, which found 90% of Australian men surveyed agree that showing care is a sign of strength, and 85% agree it takes strength and confidence for a man to show their vulnerable side.
The TV ad, first aired Sunday 3 May, consists of a 30-second spot that will run across metro and pay TV, targeting general interest programs, supported with digital and video.