The push is a fresh take on one of sports’ most iconic video properties to showcase caring moments that define men as champions
Dove Men+Care has partnered with Carson Palmer and Jordy Nelson for its Real Strength Highlight Reels playoff season campaign to challenge the idea that an athlete’s strongest accomplishments happen on the field whilst celebrating the heroic impact of football greats in their personal moments.
Nearly half of the men in the United States feel modern masculinity is depicted inaccurately across television advertising and sports, in part because it is typically the feats of strength on the field that are featured in everything from post-game reports to highlight reels.
“Masculinity has evolved and our brand wants a piece of renowned sports culture to reflect that. This year, we continue to show that what kind of man you are is measured by your strength of character, not by how many yards you carry the ball,” said Jennifer Bremner, Director of Marketing at Unilever.
Supporting the aforementioned goal, the initiative presents the footballers as dads, brothers, friends, and members of the community whose impact is seen in their personal relationships and at home. While Nelson is touted for his role as a team leader, Dove’s platform captures him in a completely new light.
He is seen jumping at the opportunity to head up a different setting; substituting at his son Royal’s school. Similarly, while fans typically hear reports of Palmer’s resurgence on the field as a veteran quarterback, behind closed doors, the father of four is his daughter Elle’s hairstylist and stretching coach to his son, Fletch.
The player’s role is crucial, especially since the young boy is undergoing rehabilitation after a recent surgery. Altogether, the above functions serve as part of the Palmer night-time family routine. Additional highlights are accessible via the brand’s Facebook, Twitter, and Instagram channels.
