Dove Men+Care hijacks traditional sports highlight reels to showcase the caring side of athletes
New ‘Real Strength Highlight Reels’ featuring Carson Palmer and Jordy Nelson celebrate the heroic impact of football greats’ personal moments
ENGLEWOOD CLIFFS, NJ, Jan. 19, 2016 - Fans are tuning into sports broadcasts and programming throughout football playoffs. Yet, throughout halftime reports, countdown shows and game day analysis, only one side of athletes is likely to be most represented. Nearly half of men in the US feel modern masculinity is depicted inaccurately in TV advertising and sports,1 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.
This playoff season, Dove Men+Care is challenging the idea that athletes’ strongest accomplishments happen on the field by celebrating the heroic impact of football greats in their personal moments. In partnership with Carson Palmer and Jordy Nelson, the global men’s grooming brand is unveiling ‘Real Strength Highlight Reels’, a fresh take on one of sports’ most iconic video properties, to showcase caring moments that define these men as champions.
“Masculinity has evolved, and our brand wants a piece of renowned sports culture to reflect that,” said Jennifer Bremner, Director of Marketing, Unilever. “In 2015, Dove Men+Care used advertising during the Big Game to celebrate real strength, and this year, our brand continues 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.”
Whether leaving the field for the birth of a child, or rushing home post-game to get back before bedtime, athletes are becoming more vocal about their family roles. From Cam Heyward taking to Twitter to share his new arrival, to Torrey Smith sharing intimate father son moments, the caring side of these players looms large within their identities as strong men, and every day fans appreciate this side of their lives.
In fact, 75 percent of men say this shift in masculinity has had a positive impact on society.2 Dove Men+Care understands that fans today seek a more relatable reflection of athletes’ priorities off the field, and the two digital ‘Real Strength Highlight Reels’ bring viewers into the lives of Arizona Quarterback Carson Palmer and Green Bay Wide Receiver Jordy Nelson to celebrate them as strong people, instead of just strong players.
Real accomplishments for athletes’ highlight reels
Dove Men+Care is sharing Carson Palmer and Jordy Nelson’s real ‘highlights’ as dads, brothers, friends and community members whose heroic impact is seen in their personal relationships at home. Jordy Nelson is covered regularly for his role as a team leader, but at home he jumped at the experience to head up a different setting: substituting at his son Royal’s school.
While football fans hear reports of Carson Palmer’s on the field resurgence as a veteran quarterback, he is also a hair stylist for daughter Elle, and stretching coach to his son Fletch (who was undergoing rehabilitation after a recent surgery), as a part of their nighttime family routines.
“In my 17 years of play, I’ve seen hundreds of highlight reels featuring my footage, but when I think about what I’ve accomplished in life I don’t recall game tape,” said Carson Palmer. “My greatest achievements unfold with my team at home and in my community, and the sum of these are captured in Dove Men+Care’s ‘Real Strength Highlight Reel.’”
Visit http://www.dovemencare.com/highlightreel to view and share Carson Palmer and Jordy Nelson’s ‘Real Strength Highlight Reels.’ Additional #RealStrength moments can be seen by visiting @DoveMenCare on Facebook, Twitter, and Instagram.
Strong, healthy skin & hair
Dove Men+Care understands that male strength today is about embracing care for oneself and others. The global men’s personal care brand has a full line of grooming products specifically designed to care for men’s skin, face, hair, and underarms. For more information, go to http://www.dovemencare.com.
About Dove Men+Care US
Dove Men+Care is the first range of products from Dove developed specially for men. Manufactured by Unilever, the line includes the #1 dermatologist recommended body wash. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove Men+Care is available nationwide in food, drug, and mass outlet stores.