Dove Real Beauty Generation
Dove South Africa, in partnership with VML, has developed a tool to address the issue of unrealistic beauty standards amplified by generative AI.
Andrea Collarini’s Balls
A short spray during a tennis match sparked global speculation, turning a subtle stunt into a launch platform for Dove Men+Care Whole Body Deo
- Office
- Argentina
- Client
- Dove
With the launch of its Whole Body Deo, Dove entered sensitive, often unspoken territory: full-body hygiene, including intimate areas.
Dove Men+Care has consistently challenged traditional masculinity by expanding the conversation around men’s personal care.
Dove Men+Care also has a long-standing relationship with tennis, a space where every gesture is constantly observed and analysed. Here, the smallest on-court action can spark massive speculation among fans, media and players.
Our solution was to merge these two worlds. By partnering with professional tennis player Andrea Collarini during a live match, we could spark conversation without explicitly explaining the product. A subtle on-court action allowed the brand to enter the conversation in a way that was authentic, provocative and impossible to ignore.
Dove Men+Care has consistently challenged traditional masculinity by expanding the conversation around men’s personal care. With the launch of its Whole Body Deo, the brand entered a sensitive and often unspoken territory: full-body hygiene, including intimate areas.
The challenge was how to introduce a product for every part of the body in an innovative and culturally relevant way. Dove Men+Care also has a long-standing relationship with tennis, a space where every gesture is closely observed and analysed.
By partnering with professional tennis player Andrea Collarini during a live match, we sparked conversation without explicitly explaining the product, using a subtle on-court action that felt authentic, provocative and impossible to ignore.
Dove Men+Care needed to launch its Whole Body Deo, including intimate areas. The challenge was to introduce it naturally, so as sponsors of tennis tournaments we partnered with Andrea Collarini, a #233 ATP-ranked player.
During a live match, he sprayed two tennis balls before serving. With no branding or explanation, the moment triggered real-time speculation around rules, performance, cheating or even whether it was a ritual.
The conversation quickly spread across social media, fans and media outlets. Days later, Collarini revealed it was a collaboration with Dove Men+Care Whole Body Deo, turning a subtle 7-second action into a global conversation that launched our product.
The collaboration between Andrea Collarini and Dove Men+Care reached over 2.6 million views, becoming the brand’s most-watched video in Chile. The campaign achieved 96 million in potential reach and 23 million total views, while boosting Google searches for “Dove Men” by 54%. It also gained organic coverage in 30+ tennis media outlets, reaching over 750K targeted users. Most importantly, it challenged a long-standing habit in men’s grooming: avoiding products on intimate areas.
