- Dove Men+Care is looking to extend a bit of World Cup magic with a new campaign that showcases the many emotions experienced by fans during the tournament, in an effort to demystify crying among men.
- The “Portraits of Care” out-of-home campaign, created in partnership with Edelman and Getty Images, uses real photographs of fans watching their teams both triumph and struggle during the high-stakes games of the Cup’s quarterfinals, semifinals and finals.
- The photographs are paired with the headline, “Yes. Men Cry.” drawing attention to the overwhelming emotion one can feel when their team wins (tears of joy) or loses (tears of heartbreak).
To create the campaign, Getty Images photographers captured the faces of real fans watching the tournament to lend the campaign authenticity. The photographs were then incorporated into ads for the campaign appearing on digital billboards across the U.S., U.K., Spain and Brazil.
“Football is one of the few places where men’s tears are met with celebration instead of judgment,” said Louis Piereck, global head of brand, Dove Men+Care, in a statement. “‘Portraits of Care’ celebrates men being vulnerable while asking why this is such a big deal. We hope these portraits encourage people to see men’s tears as an expression of unapologetic authenticity.”
The campaign will continue across Dove Men+Care’s social channels, including Instagram, where the pictures will be paired with stories and conversations that explain the emotions behind the images. The campaign will also encourage consumers to celebrate the moments that move them.
