A Lady’s Brand Wants In On Man’s Game

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.