Unilever is promoting Dove Men+Care with “Manthem”, a television commercial which debuted during the first half of the 2010 Super Bowl. The 45 second music video, set to the William Tell Overture, spills over with stereotypes associated with masculinity, encouraging men to get to the point where they’re comfortable in their own skin. The spot begins with sperm racing to fertilize an egg before taking us through the journey of a baby boy through childhood and adolescence to adulthood.
Click on the image below to play the video in YouTube (HD)
Get born get slapped, and cry out loud
Now walk and talk make your parents proud
Be good at sports, play hard run fast
keep on climbing the rope in gym class.
Lift weights, be strong, know how to fight.
Be safe and stay up all night
Be tough be cool be full of pride
Don’t show your sensitive side
Go out with your friends but be a gentleman too
Then find the perfect girl who’ll say I do
Go check out a noise and never be scared
Don’t waste your life on the couch in your underwear
Rake the leaves, trim the hedge and mow the yard,
Honey can you open this jar
Have a kid it’s time for a family
Before you know it you’ll have three
Don’t use a map always know where you are
Change a flat tire while they wait in the car
You’ve reached the stage where you feel at ease
You’ve come this far and it wasn’t a breeze
You can take on anything, of course you can
because you’re a man!
The Manthem campaign was developed at Ogilvy & Mather, New York.
Filming was shot by director Fredrik Bond via MJZ.
Editor was Haines Hall at Spot Welders.