Campaign: Wallabies Tackle Their Hardest Challenge – Man Maintenance

Campaign: Wallabies Tackle Their Hardest Challenge – Man Maintenance
Rob Sharpe
By Rob Sharpe



In the new Dove Men+Care ads that focus on their “Man Maintenance” campaign, current and former Wallabies stars have shared their secret winning tips for performing both on and off the pitch.

The unique ads feature eight of the Australia’s most popular Rugby players in a new light as they get to grips with training tips and grooming techniques to look their best from legendary Wallaby and TEN Eyewitness News Sydney sport presenter, Matt Burke.

Created by Generate, Network Ten’s premium creative solutions division, the ads are based on “Man Maintenance” insights from Unilever and the Ensemble agency.

The Wallabies starring in the “Man Maintenance” campaign are Tatafu Polota-Nau, Adam Ashley-Cooper, Bernard Foley, Nick Phipps, Kurtley Beale, Tevita Kuridrani, Nathan Charles and Pat McCabe.

The Wallabies-starring campaign starts running during the first match of The 2014 Bledisloe Cup this Saturday, August 16, 7.30pm, on TEN.

John McKeon, Brand Manager Dove & Impulse Deodorants, said: “It’s been great working with Generate, Mindshare’s Entertainment Sports Partnerships division [ESP] and Ensemble, who have given us the perfect platform to showcase the high performance and superior skin care benefits of the Dove Men+Care deodorant range.”

“We look forward to continue to bring fans closer to Rugby during this exciting time for the sport in Australia.”

Mark Raisbeck, Head of Sport, ESP at Mindshare, said: “The creativity shown by Generate in bringing this campaign to life has been an effective way to leverage the association of Dove Men+Care with Ten’s Rugby.”

Melissa Fein, National Head of Generate, said: “Appealing directly to the modern sports fan, Generate met the challenge to extend the association between Ten’s rugby coverage and Dove Men+Care.”

“The Generate approach is all about bringing great creative concepts to life in ingenious ways. This is another outstanding example of how Generate effectively and efficiently links brands with our key programs to add depth and value to commercial partnerships.”

Generate offers content creation, sponsorships, activations, integration, talent engagement, experiential marketing, and insights and data – across any screen and any platform.




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