First-time FIFA World Cup sponsor Dove Men+Care is making its soccer debut with a bang and a bass guitar.
The brand has launched a rousing social-first campaign urging men to care for their skin between match-day rituals, like wearing “lucky” unwashed jerseys, covering themselves in body paint, and showering in champagne to celebrate a goal.
The minute-long spot is set to the riff from The White Stripes’ “Seven Nation Army,” a stadium staple adopted by fans around the world, including Belgium’s national team supporters, Italy’s Ultras, and the Liverpool Reds.
As the anthem builds from a single voice to stadium stands into a global chorus, the ad follows spectators putting their skin through its paces across cities, stadiums, and everyday moments.
