Care for both your bodies.
Leveraging men’s emotional connection with cars to show that both bodies deserve the
same care.
🚧 Video spot in production 🚧
Video Spot
THE SECRET TO A SHINY BODY
Open on a father and son walking out of their garage to a car in the driveway, their silhouettes illuminated by the bright day. The son carries a bucket of supplies.
Standing tall next to the car, hands on hips.
FATHER: Someday son, this could be yours.
SON: I thought mom said this was a lease?
Camera cuts to the father and son’s faces.
FATHER: (with the utmost seriousness) That doesn’t mean we lower our standards
The son begins to grab a comedic amount of care care products out of the bucket.. tire cleaner, leather cleaner, car soap, glass cleaner, ect.
FATHER: What do you think you’re gonna do with all that?
The son looks confused.
SON: It’s just what we had in the garage….
FATHER: Son, that’s what I used to use before I discovered my own secret soap, its specifically designed for men’s bodies [Emphasis here] ***"I've been using it on my body for years”***
Father holds up a bottle of Dove Men’s body wash. The “Dove” logo has been poorly taped over with “Dad’s”. Label reads “Dad’s body wash” The camera then focuses on the car in the background blurring the bottle.
FATHER: We're going to use this bucket for washing, and this one for rinsing.
Father points to two buckets on the ground and begins squirting soap into the appropriate bucket.
SON: Why can’t we just use the same one?
FATHER: (again with Liam Neeson intensity) Because we’re not animals.
FATHER: Alright now pay attention…
MONTAGE: Music plays we’re in slow mo
Father shows the proper motion to wash the body of the car
Son studies the movements intensely
Father squirts bottle of soap on his body and starts bathing
Son looks confused
Father holds up two identical microfiber cloths
Father uses one to dry his car and the other for his body
Son looking entirely confused reaches for soap bottle and tears off label to reveal its Dove Men’s body wash
Music ends, back to normal speed.
Father and son stand tall
(This is a super direct and cheesy product shot)
SON: So it’s Dove’s body wash?
FATHER: Shhh! It's my secret soap, I don’t want John knowing about this. (motions head over his shoulder)
Camera pans to the house next door where the neighbor is innocently watering his lawn.
The Strategy.
Create a big idea that gets men to choose Dove Men body wash instead of simply using whatever’s in the shower.
The Ask.
1
45% of drivers report having an emotional bond with their car.
The Insight.
2
3
The Solution.
Leverage men’s emotional connection with cars to show that their bodies deserve the
same care.
Available at these fine retailers:
Available at these fine retailers:
Sweaty Male Events
Sweaty Male Events
