Dove Men+Care's ads has always tried to spotlight the softer, more emotional side of modern manhood -- whether it's beaming fathers or groups of friends bonding.
The deodorant brand's latest ad looks at the mentoring bond between young football players and a coach who goes above and beyond. The video is a four-minute mini-documentary centered on Larry Gilmer, a middle school football coach in the small town of Russelville, Alabama. Co-workers, former players and rival coaches tear up as they recount memories from his 22-year career.
Gilmer is one of four high school and youth coaches selected by Dove, in partnership with the College Football Hall of Fame, for its now annual "Caring Coach" award. Dove chose each from a pool nominations submitted from across the country and honored them in a ceremony at the College Football Hall of Fame in Atlanta.
"The best part of the job is being able to relate to these guys on a daily basis -- not just the winning and the losing," said University of Okalahoma head coach Bob Stoops, who helped select the winners. "I'm the son of a high school football coach who invested a lot in a lot of young people's lives with little or no recognition, so it's pretty neat to be able to recognize those guys."
Like many other recent Dove campaigns, the ad wraps its branded message in a larger cause and focuses on real-life experiences and people.