Wednesday, April 29, 2009

Dove: Campaign For Real Beauty

This campaign is now 3 years old. And the praise and criticism has made it one of the most talked about ad campaigns in recent history. The talk continues today (just do a Twitter search).

Most people praised Dove for simply calling out the beauty industry for its unrealistic definition of beauty. Others criticized it for actually retouching their print ads featuring “real” women. Whoops.

Personally, I think the net effect is very positive. While they took a mis-step or two with the retouching, they started an important conversation. The high road has still been taken. They're still leading this thinking in their industry.

That, and Dove’s Self-Esteem Fund means they are walking the talk.

Read more criticism, HERE.

And here's the famed video that's gotten over ten million views (on multiple postings).

(The campaign was developed by Ogilvy & Mather, Toronto, and has won about every major creative award known to man. Kudos.)

This stuff takes guts. Brands will be criticized. And the brave ones will win. I'm reading: Dove: Campaign For Real BeautyTweet this!

1 comment:

  1. Well, I can tell you that those pictures are also Photoshopped.
    You need to read this: