Superbowl Ads – Sexist or Telling Men to MAN UP?

Posted by | February 08, 2010 | Marketing, Social Media | 3 Comments

The Dove Approach

Doves Message: He is Mr.Right

Picture a couple sitting down watching the Superbowl and that Ad comes on. The guy has his arm around the girl and she is wearing a pink Colts Jersey.

She watches this Ad and thinks “Marriage, Baby, Happy, Clean.”
He watches this Ad and thinks “Sports, Late Nights, Masculine, I’m a man”

There are two major branding concepts for men body wash. The type that attracts single men looking to live life on the wild side. And the type that remind us of dad. Dove for Men, is able to go after the untapped market that lies right in the middle.

Why it Works – Its Mr.Right

The middle type is a man who is married or at least in a relationship. He doesn’t really go out and buy his own body wash and has no problem with that. Every woman, wants to be sweeped off their feet by Mr.Right. Dove depicts what most women see as filling that role. Mr.Right is a family man, he needs that nice girl (dependability) and likes to do the little things (open the relish).

As soon as this commercial hit the air, 4 tweets graced my news feed including the word “cute”. Those tweets were not sent out by men. And that is exactly what Dove wanted. Dove created an emotional connection between their product and women that will make them pick up Dove for Men before they pick up Axe.

Unlike other Ads, Dove didn’t offend many people, (from what I saw) although their original version might.The reason this Ad didn’t offend was because although it touched on the things men do for their partners. It didn’t discuss them in a negative light. Happy music, funny situations and smiling faces is an easy road to a positive vibe.

The Dodge Perspective

Dodges Message: Guys, Man up

Lets say that the same couple targeted in the Dove Advertisement saw the Dodge Ad. A few weeks ago that same girl in the Jersey made him watch New Moon. She also made him carry her lip-gloss when they ate strawberry crepes in the breakfast nook. She also got after him this morning for not only leaving his socks on in bed, but also leaving his boxers beside the hamper instead of in it.

He’s thinking “Haha, Ahh, Hmm, Damn”
She’s thinking “Haha, … , … , Oh Sh#t”

Why it Works – Nagging Nancy

If you talk to men and women and ask each the same question: “If you didn’t have to worry about having children and you didn’t need someone to take care of you when you were older, would you still get married?” Most men say no. Most women say yes. This leads to the idea that the traditional relationship model is defined by a woman’s needs not a man’s. (Strauss)

I disagree that this years Superbowl Advertisers hate women, thats a bold and unwarranted statement.  Dodge exposed a truth that many of us don’t like to admit. This perspective isn’t something that will resonate with everyone. Its targeted for a specific perspective and audience.The ad reveals SEVERAL flaws that are present in SEVERAL relationships. They do this with hopes that at least one can hit home with the audience. Some people will deny it, some people never have it and others are single. Dodge isn’t trying to target any of these groups.

Everyone knows a relationship similar to, or has been in a relationship like the one shown in the Dodge commercial. Whether or not you’re in denial that this is your current relation would be a topic for another blog. Dodge is focusing on the perspective that many men have about their relationships not being 50/50 or themselves being unhappy. They are targeting the niche that shares the perspective above and they succeeded at doing so.

They don’t care if you don’t agree or share the perspective they were targetting.

For all they care, cry about it.

So what do you think, Sexist Ad or solid way of reaching their target demographic? Do people need to stop being so sensitive? Do men really…just need to man up? Would love to hear your thoughts…

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