Dove Men+ Care explores the relationship between basketball coach Jim Calhoun and his protegee Kevin Ollie in a March Madness-themed campaign tied to its sponsorship of NCAA Division Men's Basketball Championship.
The campaign by the Unilever brand emphasizes how caring for friends is important to men's lives and centers around the tagline "Bonds of Real Strength." A commercial shows caring moments between Calhoun and Ollie to show how their professional relationship has evolved into a lifelong friendship, and their history will be examined in more detail in a short film.
Throughout the tournament, Dove Men+Care will also share stories from other NCAA coaches who have had an impact on others, including Ron Hunter, Thad Matta, Tubby Smith, Johnny Dawkins, and Bryce Drew. Creative for the campaign is by Davie Brown.
Jennifer Bremner, director of marketing, Unilever, said in a statement that the brand "hopes to reveal what male friendship really looks like today, and the maturity, masculinity, and care that defines guys' relationships."
"The definition of male strength is shifting to include other values, and the care men show for their friends is a big part of that. Men value meaningful relationships, yet they feel pop culture downplays the importance these friendships play in their lives."