Unilever's Dove Men+Care is returning to the Super Bowl for the first time since its U.S. introduction in 2010 with a new campaign aimed at supporting the brand's commitment to "celebrating modern men," the company said.

Since the brand arrived in the U.S., its advertising has been about challenging "traditional and often stereotypical marketing that men were used to seeing," said Jennifer Bremner, director of marketing for Dove Men+Care, in a statement. "We are returning to football's biggest stage to continue to celebrate the multi-dimensional aspects of masculinity that truly define what it means to be a man today."

The brand will post information about its efforts on Facebook, Twitter and Instagram leading up to the Feb. 1 broadcast on NBC.

A spokesman with the brand's P.R. firm, Edelman, declined to say what agency is handling the ad. Omnicom Group's Davie Brown Entertainment has handled Dove Men+Care creative in recent years.