Chrysler’s Dodge brand clearly wants to own the "manly" positioning for the car category. It’s Super Bowl ad was a paean to masculinity under fire in a world where men are routinely asked to watch vampire shows with their wives, not to mention walk the dog. Now, the brand is taking things a step further with a beard-growing contest. "Be the master of your own face!" a Dodge press release announcing the program challenges. The contest, taking place on the not-all-that-butch Facebook, will reward one man who grows the most impressive "Super Beard" with a weekend for two at a Dodge Motorsports race of his choice. Guys have six weeks to grow their beards. The guy who gets the most votes on Facebook wins. Dodge’s timing is good, too, since it dovetails with the Bearduary.
—Posted by Todd Wasserman