Dove Men+Care is featuring one man’s journey of unsung moments from birth to fatherhood in a montage of scenes set to the “William Tell Overture” during the broadcast of this year’s Super Bowl XLIV on February 7, 2010. The 45-second commercial, “Manthem,” depicts the expectations placed upon men when they are boys, the pressures they face as young adults, and the societal forces they must contend with as husbands and parents. The journey to achieving comfort comprises many unsung moments from initiating the first kiss and graduating college to getting married, lifting heavy objects and checking for monsters under the bed. The spot creatively and humorously illustrates the arrival of comfort that men experience when they can finally take it all in stride with their own definition of success.
The brand will also be engaging fans in real time conversation as the commercial airs at www.twitter.com/dove and www.facebook.com/dove. Followers will be invited to celebrate their own “unsung moments” of comfort via photo, video or text and have the opportunity to view additional content including an extended 60 second version of “Manthem.”