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Super Bowl Ad – The journey to comfort doesn’t end with soap

It's Not that Real Men Aren't Comfortable Buying Soap ... It's Just That We Don't Need To.

The commercial below for Dove Men + Care (“The Journey To Comfort”) debuted during Super Bowl XLIV this past weekend:

While mildly humorous, I got to wondering: Would any one man run out and purchase the new Dove Men + Care?

And, if not, I wondered if any one man who saw this would add it to his shopping list?

Furthermore, I wondered if any woman who saw it would presuppose to purchase it for her man?

Take a gander:

I conducted a little personal survey on this piece. Here are some of the results:

  • Chuckling and on the verge of mocking me, four guys said: “You’re kidding … right?”
  • Another: “How much you gonna pay me?”
  • Three people said “No. Absolutely not.”

Hmmmmmm. Not exactly ringing endorsements for Dove so far. Others commented:

  • “I don’t use soap.”
  • “Probably not … because of the smells.”
  • “Unless they’re pricing their bar soap cheaper than Dial … why bother?”
  • “Nope. I don’t need a ‘mens’ version of soap.”
  • “The point of bathing is to not smell like man stink, isn’t it? Let alone artificial lab-grown man stink.”

Several respondents burst out in uncontrollable laughter.

  • “I use whatever magically appears in the shower/tub enclosure.”
  • “My son refuses to even look at an Axe or Tag body wash / shampoo / body spray product because of the advertisements. He says if it makes girls behave like skanks then he doesn’t want to use it.”

Eighteen people outright said: “Nope.”

  • “Hey … the Holiday Inn and Motel 6 provide me with more than enough soap throughout the year. Why in the world would I buy anything?”
  • “I bathe once a week, sometimes twice. In between, I use the anti-bacterial soap in the kitchen sink to wash my hair. Works for me. Otherwise, whatever’s in the tub suffices.”
  • “Ain’t. No. Way.”
  • “I’m an Irish Spring kinda guy ….. Dove is girly soap.”
  • “I have six words for ya, Buddy: Three. Bars. For. Ninety. Nine. Cents.”
  • “You work for the census, don’tcha?”

Three people told me to stick it.

And one guy told me: “If there’s money involved, you can give me all the ‘Dove Stuff For Guys’ you want, BobbaLugga …..”

If I were a betting man, I’d be willing to lay money down the ad agency that put this little gem together is laughing all the way to the bank …..


Photo Credit: Michael Noble

Categories: | Clack | General | What Were They Thinking? |

16 Responses to “Super Bowl Ad – The journey to comfort doesn’t end with soap”

February 12, 2010 at 2:50 PM

Hey look! I’m famous! *mollified*

February 12, 2010 at 2:52 PM

… quoth one interviewee …….

February 12, 2010 at 3:00 PM

I feel… fame… *nngh* increasing…

February 12, 2010 at 4:20 PM

I’m not a Dove fan myself, but I think they may have something with this idea…chicks like to pamper their guys, and as long as he doesn’t smell too girly, I see nothing wrong with it. However, I AM worried about some of your friends…especially the dude who’s washing his hair with the anti-bacterial soap and not taking enough baths. Is he depressed?
3 people told me to stick it…..was just too funny!

February 12, 2010 at 5:30 PM

I asked hubby and got a dirty look. Guess that covers it.

February 12, 2010 at 6:12 PM

Here’s how it went here:

Me: “Would you be interested in free Dove Men’s aromatic musk soap?”

Husband: “What’s the matter with you?”

February 13, 2010 at 8:07 AM

*snort*

I was drinking! Shame on you!

*wipes cola off his screen*

February 12, 2010 at 6:23 PM

I really do wonder what kind of “focus groups” they test these ads on before releasing them. I can’t see this increasing their sales; in fact, I think it’s probably going to inspire more negative reactions than anything else!

February 12, 2010 at 9:17 PM

I prefer Lever 2000 personally.

February 13, 2010 at 12:29 AM

I’m so proud my son doesn’t want to be alluring to skanks.

February 13, 2010 at 8:09 AM

I think the problem with AXE is that we men all know that it doesn’t work.

I mean if it would I’d be extremely boozed up and smelling like a truckload of AXE all the time. Trust me.

Oh and I know what kind of guy will buy this soap. Those who buy a Charger to prove they’re still men.

February 13, 2010 at 9:19 AM

You just might have a point about them Charger men there, Sebastian …..

February 13, 2010 at 11:46 PM

I know a certain someone who uses it. It smells pretty damned manly if you ask me.

February 15, 2010 at 9:05 AM

Does it count if you already use Dove soap/chocolate/ice cream?

February 15, 2010 at 1:07 PM

You might be onto something.

February 15, 2010 at 1:13 PM

Of course it counts, Ryan.

However … if you’re bathing with the chocolate and ice cream and chewing chunks of Dove, there might be a need for some adjustment …..

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