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Dove’s new ad, and it’s a good ‘un…

Oct 25th, 2006 by


I’ve liked the Dove campaign for a while now – it feels genuine and insightful.

One of those campaigns that feels like it makes more of the truth – makes us think more – has a point of view on the world that builds on cultural trends. You know, social trends, social responsibility and all that…

Anyway, have a look at this one from California – see what you think…

If you can’t see the embedded link (I’m not sure if this works with RSS feeds), then click here to see it…

Posted in Advertising | 2 Comments

  • http://BrainSells.blogspot.com/ Hashem Bajwa

    What I think is really compelling about this latest Dove piece is that it doesn’t rely on traditional media or paid media.

    This video has received more than 1.7 million views on YouTube and has gotten significant play on TV talk shows. It’s also brought the biggest-ever traffic spike to CampaignForRealBeauty.com — three times more than Dove’s Super Bowl ad. (according to Alexa.com)

    “If you stood only for function, people would assess the brand based only on one category. I’m convinced the real driver of it is that the brand has increased awareness of this mantra, this mission.” said Todd Tillemans, VP of Skin Care at Unilever.

    Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it.

    That community is now actively participating in the issue and the brand.

  • http://wannabeadman.blogspot.com Will

    “Dove has continued to authentically & genuinely involve itself with an issue and in doing so has crafted a community of interest around it.”

    I completely agree with this. It’s a great spot.

    Another great YouTube viral would be the Grand Theft Auto Coke ad: http://www.youtube.com/watch?v=x6DCGhM4wbY

    Perhaps a portent for the future of branded entertainment?