Dove Men aims to break outdated perceptions of masculinity

25 May 2016

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Dove continues to challenge gender stereotypes with a new series starring Australian Wallaby David Pocock.

Dove Men+Care have collaborated with Australian Wallaby David Pocock to break outdated perceptions of masculinity in society and to demonstrate that showing care makes you a stronger person.

The ad, titled David Pocock’s Journey to Strength, comes after Pocock took a stance against players using homophobic slurs during football games.

In the ad, the former Wallabies captain says: “When it happened on the field it was a split second decision to say that’s not right. At the time I was pretty down about it."

In the series, Pocock also addresses personal issues he has faced, saying: "I still find it a difficult process to talk about an issue publically. In not speaking up you are denying part of yourself.”

In recent years, Dove has taken a new position with its advertising - aiming to inspire people in a positive way. In 2013, the brand released 'Real Beauty', an ad which broke down the insecurities of a group of women by revealing how other people really see them in a touching new campaign.

The Dove Men campaign follows Lynx's recent decision to move away from typical men's advertising.

Do you think this ad signals a change in the way advertisers are appealing to men? Comment below.


Lead agency / creative: Octagon

Production company: Milkmoney

Media: PHD

Digital: TBWA

PR: Liquid Ideas


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