Ogilvy & Mather’s Unilever / Dove’ new campaign is bringing in mixed reviews.
Talk to your daughter before the beauty industry does
According to Adage, the campaign is a
Apart from its raw impact, the video from Ogilvy & Mather, Toronto, also produces the exquisitely rare dovetailing (as it were) of social responsibility and brand marketing. While nominally calling attention to the Dove Self-Esteem Fund, which aims to inculcate girls with a sense of confidence and worth, the whole campaign also neatly positions Dove as the product line of choice for natural — vs. aftermarket — beauty.
I have read numerous blog postings about this campaign, again to many mixed reviews. Without tirelessly quoting them all, (and mutual linking) I think the 1 huge element that has been overlooked among most critisism is this:
Success of the highly acclaimed original Dove campaign was based on the elements of women’s empowerment through both knowledge of the beauty industry practices and redefining what beauty is. A “moving towards” a new enlightened stance.
This new ad targets mothers of girls, teens, tweens and even younger using fear. Fear based ads to create a new generation of loyal customers? It’s a “moving away” practice that is unethical and inauthentic.
What do you think?