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Does the new @Dove campaign copy a 1966 Star Trek episode?

Posted by Claire | 9-04-2014 18:12 | Category: Women's Issues



A new Dove campaign imagines a world where women are so enslaved to beauty products they could believe a sticker can make them beautiful.

Dove seems to be worrying deeply about us. They’re concerned the average woman is self-hating, naive, desperate ... Unaware of all the marketing tactics thrown in our face since birth ... We might fall for anything sold to us as long as it sounds scientific.

Does the new @Dove campaign copy a 1966 Star Trek episode?

Fortunately, a cosmetics company is willing to tell us how the world really is.

“Dove Patches”

Cringe as the women slowly come to the realization that they were beautiful all along. Good trick bro.

These are real women handpicked for their reactions. “I’ve been more social with the patch on,” is just one heartbreaking comment.

AdAge commented on the weirdness here: “All of the women quickly absorb the lesson, reacting with a lack of bitterness reminiscent of when Dorothy Gale learned she could have left Oz five minutes after arriving.”

The concept of “beauty product as placebo” is an old one. It was memorably expressed in a 1966 episode of Star Trek.

In “Mudd’s Women”, a mining planet is sold “beautiful space women” who (twist!) are actually normal space women made beautiful through space pills.

Does the new @Dove campaign copy a 1966 Star Trek episode?

However, thanks to Captain Kirk’s meddling, it’s soon revealed (second twist!) that the pills are actually space placebos and it’s just plain old self-confidence that makes women beautiful. Good to know.

If Dove imagines themselves in the Captain Kirk role, are their customers helpless space ladies in need of rescue?

Watch Matt McKinney walk us through the ending of Mudd’s Women, which is as terrible in 2014 as it was in 1966.

Dove is looking for another viral hit. Do their chances look good? You have to flip the patch over for the answer.



Advertiser:
Dove
Agency:
Ogilvy & Mather




Comments


Comments about Does the new @Dove campaign copy a 1966 Star Trek episode?

I loved these women. Esp Mariam.

Posted by Mary had a little lamb | 10-04-2014 06:52

Comments about Does the new @Dove campaign copy a 1966 Star Trek episode?

Couldn’t agree more. They were sold a placebo by a professional Psychiatrist in a very intimate and trusting setting. I’m not surprised they fell for it. And that’s exactly why this falls flat - there’s no surprise.

Posted by @g_zinger | 10-04-2014 16:24

Comments about Does the new @Dove campaign copy a 1966 Star Trek episode?

Reminds me of this lovely campaign: http://you-are-beautiful.com – maybe we just need a bit more affirmation?!

Posted by reuben Turner | 14-04-2014 10:33



My comment



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