Magazine article Marketing

Adwatch: Dove - 'Try Telling Her'

Magazine article Marketing

Adwatch: Dove - 'Try Telling Her'

Article excerpt

I have been a fan of the Dove campaign since it launched with those striking posters of 'ordinary' women.

I had always been astounded by the conservatism and lack of originality of beauty brands. All promoted beauty in a glossy, supposedly aspirational way by using celebs or professional glossy models promoting a physical ideal that all consumers fall short of.

The Dove campaign changed the rules. It promoted beauty as not stereotypically perfect, celebrating 'everyday' imperfection. It was different, but most important, it was refreshing.

Every brand needs a big idea. Dove's 'Campaign For Real Beauty' is a gigantic one. The website is the proof of the depth and breadth of the idea and I challenge any woman not to get involved in the debate on its forums.

Of the two Dove commercials in this week's Adwatch, I prefer the Pro-Age hairwash ad. Aside from the fact that I have learned that my thick hair will thin as I get older, I think the execution clearly communicates the product's promise. It features an elegant, genuinely older woman, reconfirms the Dove 'Beauty has no age limit' promise and invites viewers to visit the dove. …

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