Dove Onslaught
Oct 11, 2007 Advertising
If you are a regular blog reader – you have likely already seen Dove’s follow-up to its popular Evolution video. However, if by chance you haven’t you absolutely need to.
I think it is brilliant. Dove has picked up on how we feel, they have tapped into a social cause their target market believes in.
Bob Garfield at Advertising Age called it a great film but questions the hypocrisy of Unilever who also own Axe and Slim-Fast. Joseph Jaffe asks one of the questions that ran through my mind as I watched it:
” how the rest of the “beauty” industry must feel about these very authentic ideas, which hit home on the travesty of misrepresentation, misdirection and borderline indoctrination and propaganda that is the “30-second spot”
The only question is, when this campaign “For Real Beauty” goes stale and no longer seems to work…what will Dove do? It will certainly be difficult to ever go back to the traditional messages that the beauty industry usually uses.
Popularity: 2% [?]
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