Dove Men+Care celebrates the bonds of friendship in new ads

ENGLEWOOD CLIFFS, N.J. -- Dove Men+Care is rolling out a new campaign during NCAA March Madness to celebrate the "Bonds of Real Strength" among men.

Dove Men+Care is partnering with legendary college basketball duo former UConn Coach Jim Calhoun, above, and his protégé Kevin Ollie to show another side that defines men as heroes in each other’s eyes and explore the deep bonds of their friendships. Throughout the tournament, these NCAA icons will challenge pop culture’s portrayal of male friendship, which shows a watered down version of the true importance of these relationships.  

“When Kevin found out he was going to be the new head coach, he told me that it wasn’t about me stepping aside, but about us linking arms together in a different way,” said Calhoun. “Being there for each other has always been our biggest victory, and that’s why I’m grateful for the opportunity to work with Dove Men+Care this NCAA tournament season to show the real bond Kevin and I share off the court.”

“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,” said Jennifer Bremner, director of marketing, Unilever. “Men value meaningful relationships, yet they feel pop culture downplays the importance these friendships play in their lives. By celebrating ‘Bonds of Real Strength,’ Dove Men+Care hopes to reveal what male friendship really looks like today, and the maturity, masculinity, and care that defines guys’ relationships.”

Watch the new Dove Men+Care ad by clicking here.