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October 24, 2007
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An ad for a viral ad?

Interesting and workable interactive interpretation of the follow up to the famous Dove Evolution, another flick - Onslaught - looks at the influence of "beauty" and fashion on a younger audience. There's more about it here on digg.

Be interesting to see the amount of views via vid sharing sites (ala Youtube) vs the clickthrough for this one...

It's succeded, this whole anti-beauty thing - campaign for real people - in speaking to the audiences they're targeting, but a part of me smiles wryly at the irony, oh the irony.

Simple use of media, effective in communicating the idea, appropriately interactive and it triggers an emotive reaction. I like it.

Very strong campaign - the irony makes me smile too.

Posted by:Craig Stuart on October 25, 2007 10:57 AM

This ad does a nice job of not pandering to one age group. The viewer could be protecting their little sister, their daughter, or their granddaughter. Nice use of ageless marketing.

Posted by:Jonathan Boehman on October 28, 2007 3:25 AM

It's a decent ad. I love the dove films too - the messages are clear and simple. What I can't take are the sites that support them - Dove evolution included. There could be some great interactive ideas behind them - they just always fall completely flat. They treat these videos as one-offs rather than a

Posted by:Geoff on October 30, 2007 4:19 AM

As a woman, this ad actually made me feel quite emotional! And it's a BANNER ad... Kinda impressive. I think it perfectly sums up in a moment what a lot of feminist literature has been trying to get across for years. AND it will go to a much more mass market. Dad's and boyfriends and brothers will hopefully be affected by this too. The line 'talk to her before the beauty industry does' is inspired.

Hats off to you Dove, and can I come work for you?

Oh and on the 'irony' point, I'm not convinced it's that black and white? After all, skin does feel better when moisturised, hair does need to be washed, and Dove is an inexpensive brand that offers pretty good quality. I don't think they're saying we should amnesty all our beauty products, more that we should question the way they are sold to us.

Posted by: on October 31, 2007 10:29 PM

isn't this just more manipulation of females by the back door. 'Self esteem fund' - implies we don't have it - look around you at the fiesty interesting women you know. The images in the ads don't make me feel bad because i know they are just advertising designed to manipulate and in a web 2.0 marketing savvy world I think most women know this. If they don't I cry out for the stupidness of my sex!
Is this a sign of men still controlling the ad industry and thinking the know what women want to be told?

evolution was clever- it made you think -this preaches.

Posted by:Jane on November 2, 2007 10:15 PM

Hmmmm... are ALL women in this generation uniformly feisty and web 2.0 savvy?
Are ALL Dove customers women who work in Marketing?
Are more and more women than ever before suffering from eating disorders and depression, celebrity-worship and getting plastic surgery?
Are they ALL just stupid?

I, for one, don't think so.

Posted by:Sarah on November 6, 2007 7:31 AM

Simple and direct usage of banner ad
straight to the point, nice job

Posted by:Ethan Law on March 7, 2008 2:26 PM

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