Media tagged Masculinity

Dos Equis Campaign: The Most Interesting Man in the World

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First appearing in the United States in 2006, this popular series of ads for Dos Equis beer features a charming male protagonist known solely as “The Most Interesting Man in the World”, played by American actor Jonathan Goldsmith. The campaign has been very successful, inspiring several parodies and leaving a strong mark on contemporary American popular culture.

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Dove-Men Care

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This 2010 advertisement hailed the initial launch of Dove's "Men + Care" line of products and was unveiled during the Super Bowl. The company - which had previously been closely associated with women, according to Ad Week, sought to tap into the men's grooming market. "Now that you’re comfortable with who you are, isn’t it time for comfortable skin? At last, there’s Dove for Men,” the voiceover says. The spot ends with the tag, "Be comfortable in your own skin."

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Dove Men+Care – Real Dad Moments

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This “Real Dad Moments” commercial was produced by Dove for Father’s Day 2014. The ad features a montage of children saying “dad” with varied emotions and contexts. Frequently, the  calls for dad are accompanied by a father taking care of the child and helping or playing with them. Dove conducted a survey before the ad that found “three quarters of dads say they are responsible for their child's emotional well-being, while only 20% of dads see this role reflected in media.” Dove’s research team also found through surveys that “90% of men around the world say that their caring side is part of their masculinity and strength.” Dove goes on to justify the creation of the ad by stating “it's time to acknowledge the caring moments of fatherhood that often go overlooked.” The ad was launched with a hashtag campaign where Dove encouraged viewers to use the tag #RealDadMoments and #RealStrength to share memories of their father on social media after the ad was shown. 

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Droid - Pretty Commercial

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This 2009 commercial for the Droid cell phone positions itself in opposition to the major competitor, the I-Phone. It argues that the Droid is “not a princess – it's a robot”, and that it “trades hair-do for can-do.”

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Dr. Pepper - Ten Commercial

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Dr. Pepper 10 is a soft drink that was launched in 2011. This commercial is a parody of an action movie, and the actor speaks directly to the camera when he presents the tag line of the ad campaign: “It's Not For Women”. The soda can itself asserts that the drink has “10 BOLD Tasting Calories”.

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