Dove’s Canadian agency, Ogilvy Toronto, just keeps setting the standard for “virtuous” brand advertising. After pranking Art Directors with a Photoshop Action that undid their work on women’s bodies, and a powerful outdoor installation about girls’ body image, they’ve now hired a forensic sketch artist to show women just how bad their self image is:
You can see more of this campaign at Real Beauty Sketches where, as Adland’s Åsk Wäppling observes, “the comments are quick to point out that these women in the ad are white and skinny.”
[Update: The Jazzy Little Drops Tumblr specifies, “Out of 6:36 minutes of footage, people of color are onscreen for less than 10 seconds.”]
[Update 2, Via Salon: “The only interesting thing Dove has done since it began this campaign to sell soap in 2004 is overtly shift the emphasis from sexual attraction to peer approval. The real take-away is still that women should care whether a stranger thinks she is beautiful. That’s not radical — it’s the thesis of every beauty product ad campaign ever.”]
Well, except for the black woman in the screen shot at the top of this article…
Posted by suze | 16-04-2013 17:09
Posted by Tom Megginson | 16-04-2013 18:12
“Despite the great work, however, we have to remind ourselves that Dove is part of Unilever, owner of Axe body spray and marketer of skin whitening creams in Asia.”
YES! And also, that the ultimate point to all these warm fuzzy ads is to sell more product, make more money, generate tons and tons of brand goodwill to keep selling more product and maybe win some industry awards.
It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.