How do you get men to use Dove? Naturally, you must convince them it’s okay to do so. It’s no easy task, of course, so I’m not surprised to see this spot fall short.
The spot asks, “Now that you’re comfortable with who you are, isn’t it time for comfortable skin?” Even if I answer yes to that rhetorical question, I don’t know that Dove’s new line extension is the answer I didn’t know I was seeking. Product launches need product details woven in somewhere.
Another issue I have with this spot is the set up. I can think of better ways to get where this spot is going. Instead of a tour through one’s personal development as a man, Dove could portray manly men doing otherwise “girly” things like reading poetry or slaving away over a soufflé.
Finally, there’s the question, “Isn’t it time for comfortable skin?” That’s not the right question. The question is “Are you man enough for Dove?”
One thing Dove did get right is having a ready-made video of Drew Brees singing in the shower on their Web site.
