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The ad, implores men to “end the face torture,” by reminding them of the harsh conditions a man’s face is exposed to, like windburn from cruising on motorbikes, pokes from a child, close shaves, sizzling in the sun, icy snowballs, a couple of ‘misunderstandings’ and even some ‘deserved’ slaps’
Using moments of nostalgia the ad clearly gets men to realise that their face goes through a lot and that these harsh elements take their toll to and will eventually damage a man’s skin.

More than half of American men don’t use face wash or a moisturizer, according to Unilever research. The ad hopes to make men think about grooming in a different way and make them realise the need to take care of their face by using face-care products. Women have done this for generations and guys need to realise that there is nothing feminine about it. It’s something that their lives and active lifestyle demands.

The three-year-old Dove Men+Care line, which targets consumers ages 35 to 44, aims to portray real men; confident and comfortable with whom they are. Yet he’s relatable, he’s a real guy, not a celebrity or a model.

And by real, we mean the guy-next-door kind of real: The ad stars Mike Danks, a 36-year-old fire-fighter and father of three from Vancouver, British Columbia. We casted people from all over North America and narrowed it down to 6 real guys, with their wives and kids! And Mike was selected as our man for the job. And he really managed to put up with the face torture!