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Dove Men+Care announces irritable tennis star John McEnroe will front its New York Marathon campaign

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By Jennifer Faull, Deputy Editor

August 2, 2013 | 2 min read

Dove Men+Care has announced its new ambassador – John McEnroe.

Rather than go for the usual brand ambassadors from the tennis world, like Andy Murray, Rafael Nadal, or Roger Federer, Dove Men Care+ wanted someone who was more known for their irritability than their recent Grand Slam wins.

Fronting the deodorant brand’s New York Marathon campaign, McEnroe will offer anti-irritation tips in ads which run with the tagline “Tough on sweat, not on skin.”

“With me being the irritable type, the product we’re working with made sense,” McEnroe told the New York Times. “If they can calm me down, they can calm anyone down.”

The three tongue-in-cheek videos will soon appear online in the run up to the marathon, which Dove is sponsoring for the first time.

As part of Dove’s sponsorship it is running a contest offering two coveted marathon spots while gift bags with samples of the deodorant will be offered out to marathon go-ers.

The videos were produced by Davie Brown Entertainment and the Ryan Partnership.

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