Dove Men+Care reached out to ‘all-star dads’ during Sunday’s NHL All-Star Game with a 30-second vignette starring Brendan Shanahan, himself a dad and an eight-time all-star.

The vignette, which was complemented by a 30-second body wash spot during the CBC broadcast, documented the retired winger’s personal journey to comfort and was the launch of the company’s expanding line of men’s care products, Carol Robinson, senior Dove brand manager, tells MiC.

‘Dove realizes that the journey men take to being comfortable in their own skin is defined as much or more by their role as a husband and father as by their appearance and professional development,’ he says.

Another vignette, featuring Detroit Red Wings coach, Mike Babcock, will debut during the NHL Heritage Classic on CBC on Feb. 20, along with a 30-second spot featuring the new Dove Men+Care line of hair care and antiperspirant/deodorant products.

Extended versions of both vignettes will also be featured on NHL.com.

Dove is using the new campaign to target fathers who are proud of their roles and relate to hard-working hockey personalities.

The creative was produced by the NHL and Ogilvy Toronto. Media buying was handled by Mindshare in Toronto and public relations is being handled by Harbinger, also of Toronto.

Dove Men+Care is launching nine new products in 2011, expanding from body and face care to include hair care, deodorant and antiperspirant products.