After a 5 year-break, Dove Men+Care returned to the Super Bowl. This year’s ad built on the storyline from the 2010 ad and “celebrate the multidimensional aspects of masculinity that define what it means to be a man today”, according to Jennifer Bremner, director of marketing at Dove Men+Care. The message challenged the stereotype of what it means to be a man in today’s modern world.
The rumor was that a major social media campaign would begin weeks building up to the Super Bowl, and that the social media strategy will most likely by similar to the Dove Men+Care spot from earlier this year. Nothing could be closer to the truth.
On father’s day of last year, they released a video portraying fathers and their children with the hashtag #realdadmoments, garnering more than 12 million views.
On January 20, Dove released a shortcut version of the video, with a different hashtag #RealStrength, the version that aired on game day.
Dove Men+Care has taken the previous video down, probably because of the striking similarities. The videos carry different hashtags (#RealStrength vs. #RealDadMoments used last year), the addition of a voiceover from Mike Greenberg of ESPN’s Mike and Mike show, different ending scenes, slightly different editing, and the newest video seems to promote a specific product – but all in all, the two videos seem to be pretty much identical. Adweek‘s take on the matter: “For Super Bowl, Dove Men Will Basically Just Put A New Hashtag on Its 2014 Father’s Day Ad Smart refresh or missed opportunity?” seems to hit the nail on the head.
Titled “Real Strength,” the edited commercial caption reads, “90% of men around the world say that their caring side is part of their masculinity and strength. Let’s acknowledge the caring side of men and celebrate their #RealStrength as a true sign of masculinity.”
— Dove Men+Care (@DoveMenCare) February 2, 2015
Money shouldn’t be an issue for Unilever’s child company. They bought a 30-second ad in Super Bowl 2015 for a record-breaking $4.5 million, couldn’t they afford a new video for their campaign? Last year they spent over $110 million on national TV advertising. Looks like they went on the cheap this year…
Super Bowl ads experience