BEST OVERALL: Dove Men+Care’s “The Journey to Comfort”
At last, a commercial that celebrates manhood without being sexist, stupid or beer-related! It’s basically a mini-movie crammed into 45-seconds (seriously, try counting the number of scenes they had to shoot) that follows one Everyman’s life from birth to adulthood by highlighting the big moments as well as the mundane ones: puberty, love, marriage, jar-opening, parenthood. The message is “You’re mature and comfortable enough in your own skin that you don’t have to worry about seeming like a pussy if you want to moisturize your skin.” And it avoids all the divisive or offensive gender stereotypes often found in Super Bowl ads. BUT — and it’s a big “but” — the title of “best ad” only applies to the 45-second version that aired during the Super Bowl last night. If you search online for it (and on the Dove site), the version that will probably come up first is the ONE minute version, which sadly DOES include a bunch of tired gender stereotypes, like fighting at parties, never showing your sensitive side and never showing fear — ugh! Like with good film making, good commercial making is all about editing, editing, editing.
45-Second Version (Yay!):
One-Minute Version (Boo!):
See the winners for “Most Romantic,” “Most Sexist” and “Funniest” after the jump: