
Marshall Lynch does not stink. On the field. Off the field, he is good to go. Why? Dove Men+Care and Rethink New York have launched a new campaign emphasizing the versatility of their Whole Body Deodorant. And he is the guy.
The initiative highlights a key insight: while most men focus on underarm odor, only 1% of sweat responsible for bad smells originates there. The rest of the body remains vulnerable, making a whole-body approach essential.
To introduce two new deodorant scents—Marine + Blue Cypress and Fig + Suede—the brand enlisted former NFL star Marshawn Lynch for the Everywhere, Everywhere Care campaign. The message underscores the product’s ability to provide care for every part of a man’s body, wherever he may go The Pro-Bowler was chosen as the face of the campaign because, like the product, he’s everywhere—in pop culture, social media, TV, movies, and, formerly, the football field. He represents the modern man who seeks comprehensive, no-nonsense self-care.
The 45-second flagship commercial, directed by Audrey Ellis Fox, creatively illustrates how Dove Men+Care Whole Body Deodorant protects and cares for the entire body—even sensitive areas—without resorting to over-the-top humor. Instead, the ad takes an honest, reassuring tone to build trust and emphasize care. Watch below:
“Dove Men+Care has long worked to challenge traditional stereotypes about masculinity and self-care,” said Alejandro Fiecconi, Global Head of Brand for Dove Men+Care. “This campaign with Rethink is about normalizing body odor and encouraging men to take care of themselves in a way that boosts their confidence wherever they go.”
“A lot of whole-body deodorant campaigns rely on exaggerated comedy to address ‘down there’ care,” adds Tara Lawall, Partner and Chief Creative Officer at Rethink New York. “Our approach is more straightforward, showing men that Dove Men+Care not only helps them smell good but also provides genuine care for sensitive areas.”
The media plan, executed by Mindshare, spans linear TV, streaming platforms, digital video, social media, streaming audio, and digital out-of-home (OOH) advertising. The campaign will include major pushes around high-profile events like March Madness and the Super Bowl, running from January 6 to September 14.
CREDITS:
BRAND: Dove Men+Care
- Business Lead: Kate Naylor
- Account Director: Jessie Durand
- Account Manager: Claire Lancaster
- Project Manager: Hannah Welch
- Vice President: Augusto Garzon
- Head of Brand: Alejandro Fiecconi
- Brand Director: Felipe Santos
- Brand Manager:
- Toby Boff
- Matthew Yocum
AGENCY: Rethink New York
- Chief Creative Officers:
- Aaron Starkman
- Tara Lawall
- Chief Strategy Officer: Sean McDonald
- Associate Creative Directors:
- Patrick French
- Jon Krippahne
- Art Director: Daniel Zhang
- Copywriter: Chris Vena
- Strategy Team:
- Nicole Rajesky (Strategy Director)
- Vi La (Strategist)
- Head of Production: Laura Rioux
- Broadcast Producer: Emily Green
PRODUCTION COMPANY: Los York
- Director: Audrey Ellis Fox
- Director of Photography: Santiago Cantillo
- Head of Production:
- Chris Abitbol
- Earl McDaniel
- Executive Producer: Leticia Gurjão
- Line Producer: Kyle McGuiness
PRODUCTION COMPANY: Habitant
- Managing Director: Arturo Arroyo
- Head of Production: Elizabeth Tapia
- Executive Producer: Manzana Ortiz
- Photographer: Caro Campobello
- Content Producer: Sofía Bazán
- Production Designer: Nicole Sage
VFX Company: FEATHER
POST: House Post
- Colorist: Dylan Hageman
- Color Producer: Christo Arsenio
EDIT: Cosmo Street
- Head of Production: Luiza Naritomi
- Executive Producer: Maura Woodward
- Producer: Amanda Slamin
- Editor: Marlo Caine
Music / Sound: Sonic Union
- Sound Engineer: Michael Marinelli
- Music Producer: Justine Cortale
- Head of Production: Patrick Sullivan
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