The Super Bowl is all about big tough macho men running on a field. But who says tough guys can’t take care of their skin? In 2010, Dove launched their new line of products, Dove Men+Care. That same year, Dove came up with “Manthem,” a one-minute commercial in which a man goes through different stages of life.

The minute he’s born, he gets slapped! And then he needs to prove himself throughout childhood, his teenage years and adulthood, until eventually he gets to a stage where he’s finally comfortable with who he has become. This is when the punchline comes in: “Be comfortable in your own skin”… (and start buying Dove Men+Care products.)

The commercial recieved a 76% positive rating. According to Zeta Interactive, a New York based digital and interactive marketing agency, the most popular terms associated with Dove before the commercial aired were “soap”, “beauty” and “deodorant.” Later, “Super Bowl”, “ad” and “men”.