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djspiralz's picture

The Dove's Real Beauty campaign said that all women are beautiful in their own way.
Now they are saying exactly the opposite: your curly hair is not beautiful, you got to have straight hair and take out your glasses.

Are this ads real? Don't look like they are.

djspiralz
Activity Score 491
Copywriter
ellehcimeo's picture

it is a real campaign. it ran in all the subways and above ground transit here in Toronto. i'm sure elsewhere as well.

they aren't saying your curly hair is bad, using this product will bring out the natural beauty of your hair. the stuff you are using now is preventing your hair from displaying it's natural beauty. the cartoon character taking off her glasses? i don't know why they did that, maybe the product improves your sight as well. (kidding)

ellehcimeo
Activity Score 3376
Art Director
back2b's picture

I agree with spiralz.
This campaign doesn't use the 'natural beauty' approach Dove has initiated years ago as consequent as all the others Dove did so far.
This idea might have been alright for some other company but not for Dove.
Dove - in my point of view - is much more sophisticated than this.

back2b
Activity Score 191
Other
addyhoch10's picture

i'm always sceptical about ads using famous cartoon characters.

addyhoch10
Activity Score 2592
Art Director
Rog's picture

I dream of a salary about 1% of the licensing fee to use these ladies...
but, to business. Nicely targeted baby-boomer, retro-femmes!
I would have tempted to have more fun with the 'do's'.
Said it before, I'll say it again, Marge is hot!

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

rithwick's picture

just wondering if you need the before-after treatment.
Would'nt it work better with just one image.
You'd identify the characters, anyways.

rithwick

rithwick
Activity Score 14
Art Director |

R

jacksonrabbit's picture

I agree with you. If somebody gets the after they're going to know what the before looked like. Though showing the orginal might have something to do with licensing issues.

jacksonrabbit
Activity Score 280
Other
TheAlef's picture

These ran in NYC trains awhile back as well, and I really disliked them. I admire Dove's strong and consistent brand identity, these are of a totally different style and message.

TheAlef
Activity Score 6
Photographer
Rog's picture

what rithwick & jacksonrabbit said.

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

nitigya79's picture

OK FINE. NOW CAN ANYONE PONT OUT THE IDEA IN THE AD. I'M NOT COMPARING IT TO THOSE GODLY NEIL FRENCH ADS. BUT EVEN THE ADS RUNNING BEFORE THIS HAD MATTER IN IT.

nitigya79
Activity Score 53
Copywriter
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