Dove Men+Care and Fight Clubs

Looks like the drumbeat of John Eldredge's hyper-masculine book, Wild at Heart, is gaining ground. Segments of the evangelical church have been calling men to become Bravehearts and Gladiators ever since the book hit the bookstores and now we have to contend with the rising popularity of fight club ministries. Unbelievable.

Meanwhile, Dove is helping men get in touch with their feminine side with Men+Care. Here's the ad they launched through The Ogilvy Group in yesterday's Superbowl.



What's a guy to do?

Related articles:
A Jesus for Real Men
Men (Manly Men)

Hat tip to CaPC for the fight club article.

6 comments:

David@Red Letter Believers February 8, 2010 at 5:28 PM  

After looking at these two ads, as a man I am now officially "confused."

And that has it's own conotations.

What's a guy to do?

Sam Van Eman February 8, 2010 at 7:37 PM  

Hey, at least we have options now.

Perhaps social success will be measured by our ability to find acceptance in both crowds.

Glynn February 9, 2010 at 12:44 AM  

What's a guy to do?

Love the Lord. Love your wife. Love your kids. Love your neighbor.

And forget about all the gimmicks we Christians are susceptible to.

Why do I feel embarrassed?

Sam Van Eman February 9, 2010 at 7:55 AM  

Hi, Glynn. This topic has me worked up and this morning it's all we talked about at Denny's while enjoying our Super Bowl-promoted Grand Slam breakfasts.

I wonder if the Christian proponents of wild, woodcutting, bench-pressing, gun toting, chest pounding, adrenaline rush seeking, flannel shirt wearing men are simply men who aren't this but wish they were. I can't help but think insecurity is behind it all.

Bob Robinson February 10, 2010 at 2:25 PM  

Still looking for your thoughts on the Super Bowl commercials!
http://www.hulu.com/adzone/

Sam Van Eman February 10, 2010 at 4:07 PM  

Bob, I've never done much with Super Bowl commercials, possibly for the same reason I was never a fan of Michael Jordan: everyone else was.

I did have the general sense (and this post is related to it) that there was a significant mixture of masculinity and femininity. You have Tim Tebow promoting life and Dante's Inferno taking life, David Letterman - in my opinion - manfully reconciling with Jay Leno, Men+Care, men literally without pants and men "without pants" but who still get to have their Dodge Charger....

If there was a theme for me, that's it. And it all still leaves me asking, What's a guy to do?

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