Unilever’s Dove Men+Care is launching a new campaign ‘Real Strength,’ which celebrates “the caring character of today’s men,” the brand says.

The brand will debut a new commercial during the Superbowl that celebrates mens’ caring side. The new commercial will feature the voice of Mike Greenberg, father of two, renowned broadcaster, and one of sports’ most celebrated voices.There’s also a short film on DoveMenCare.com.

Jennifer Bremner, Director of Marketing, Unilever, explained:

“We know that men today are embracing their caring roles more than ever, and that these experiences are fulfilling and strengthening them. This inspired us to share a film that shows what strength truly looks like today.  Especially at a time when fans are overwhelmingly hearing about physical feats on the football field, we wanted men (and women) to hear at least one voice saying, ‘Care Makes a Man Stronger.'”