Dove Men+Care partners with Marshawn Lynch for a campaign targeting men's body care

The modern man knows that the courage to put his best foot forward is rooted in his personal care routine. But they have a blind spot: little do men know that only 1% of odour-causing sweat comes from their underarms, which means without whole body deodorant in their routine, almost everywhere is exposed and vulnerable to smell. By the time they realise something is smelling off, they could be anywhere.

To launch the brand’s two new Whole Body Deo scents - Marine + Blue Cypress and Fig + Suede - Dove Men+Care tapped former NFLer Marshawn Lynch to launch Everywhere, Everywhere Care. It’s care for everywhere on a man’s body, everywhere he goes, with a product that puts care into each and every one of its ingredients.

The brand tapped Marshawn because much like the nature of the Whole Body Deo, he’s everywhere - in culture, in our social feeds, our favourite movies and TV shows, and back in the day, everywhere on the field. He perfectly embodies the idea of the progressive, modern man in need of care that goes everywhere, everywhere.

Alejandro Fiecconi, global head of brand, Dove Men+Care: “Dove Men+Care has always been at the forefront of bringing down masculine stereotypes when it comes to self-care and caring for others. This campaign launch in partnership with Rethink is a step forward into normalising body odour, enabling men to take better care and feel more confident to be themselves everywhere.”

The 0:45 hero spot, directed by Audrey Ellis Fox, spotlights the myriad of places (in life and on the body - and yes, even down there) that Dove Men+Care Whole Body Deo provides effortless care and protection.

Tara Lawall, partner and chief creative officer, Rethink New York office: “A lot of other whole body deodorants are leveraging exaggerated humour to convince men to care about down there. We’ve taken a more honest approach, reassuring men that Dove Men+Care Whole Body Deo isn’t just making their sensitive areas smell nice. It’s actually caring for them.”

The media buy, handled by Mindshare, includes linear TV, streaming, digital video, streaming audio, display, social and digital OOH, with Burst around March Madness and the Super Bowl. The campaign runs from January to September.

www.dove.com

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