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Manthem Ads

The Dove Men+Care Commercial Draws on the Male Psyche

— June 22, 2010 — Pop Culture
The ninety-second Dove Men+Care commercial, the "Manthem," goes through fast frames from the birth of a man's life to what I suppose is something similar his midlife crisis.

The tag line, "Be comfortable in your own skin," smells very similar to the company's female counterpart, the Dove "Campaign for Real Beauty." With the help of Ogilvy, the Dove Men+Care commercial touches on what gendered social pressures do to the male psyche, which hopefully pressures you to buy their product.
Trend Themes
1. Male-targeted Advertising - Companies can use more ads geared towards male consumers and focus on promoting messages of authenticity and self-acceptance, similar to Dove Men+Care's 'Manthem'.
2. Gender-specific Marketing Campaigns - Marketing efforts can be tailored to focus on how social pressures affect both men and women differently and present solutions that encourage body positivity and confidence.
3. Advocacy Marketing - Marketing campaigns can shift towards advocacy and align with values that consumers find important, such as promoting authenticity and mental health.
Industry Implications
1. Personal Care and Cosmetic Products - Companies can develop and promote products that cater to male consumers and align with messages of authenticity and self-acceptance.
2. Mental Health and Wellness - Businesses can focus on developing campaigns that raise awareness for mental health and create solutions that encourage self-confidence and positive body image.
3. Advertising and Marketing - Marketing agencies may choose to create disruptive ad campaigns that extend beyond traditional advertising methods and use messaging to promote social responsibility and self-acceptance.
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