Carbo as part of Dove Men + Care's hockey challenge

Dove Men + Care, launched in 2010, is using hockey to prove that "real men" can relate to men in advertising.  Our hero is being pitted against Leafs legend Wendel Clark in the "Real Man Challenge."

The highly recognized players will partake in a series of challenges at arenas in Toronto and Montreal. From them playing the stadium organ to contending for the most beer and program sales, MacLeod says that the plan is to have fun, to get people to see a different side of their personalities and most importantly to show how approachable these men that occupy the media can be.

All of the events will be filmed and uploaded to a dedicated microsite, launching Feb. 20, where consumers can vote for who they believe should be crowned the “Real Man Challenge” winner.  (strategyonline.ca)

The challenges are actually taking place during four separate hockey games -- Wendel's on February 21 and 25 at the Air Canada Centre, and Guy's on March 1 and 3 at the Bell Centre in Montreal.  There will also be a TV spot, featuring Wendel and Guy, that will air on Canadian stations at the end of February.

You know who's got my vote!