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SBD/March 12, 2013/Marketing and Sponsorship
Capital One Rolls Out March Madness Ad Campaign With Focus On Digital, Social Media
Published March 12, 2013
FATHER FIGURES: AD AGE's Jack Neff reports Dove Men+Care is breaking a new campaign this week called "Real Moments" that are scheduled to run throughout the NCAA tournament and focus on "real-life fatherhood tales" from Heat G Dwyane Wade and ESPN's Jay Bilas. Unilever VP/Marketing for Skincare Rob Candelino said, "We wanted something to show real men in real life." He added what most men in Dove's target demo say "is 'First and foremost, I'm a dad.'" So Unilever is "replacing its three-year-old 'Journey to Comfort' campaign, focused on broader real-life stories of sports figures, with one focused squarely on fatherhood." L.A.-based Davie Brown Entertainment "created the campaign for TV, digital and in-store video." The campaign will "run on CBS and Turner TV networks and CBSSports.com, along with a customized timeline and videos on a content hub celebrating the 75th anniversary of March Madness at NCAA.com" (ADAGE.com, 3/12).