When I saw the Dove Evolution video for the first time I just couldn’t keep my jaw from falling. They have achieved to stand out with a campaign that at the same time makes women feeling good about themselves and does a great service to society at the same time.
The whole Campaign for Real Beauty is at the same time a first class marketing strategy and a brilliant human campaign but the second video, Dove Onslaught, has achieved to tell you why their competitors are the bad guys and they are the good ones in a way that a sensible person can hardly disagree.
Now, I only wish is that the fierce and agressive marketing campaign behind the very true and enlighted message doesn’t prevail and hopefully the whole beauty industry starts to align itself with this ideology.
By the way, if you have children don’t miss very interesting activities on the campaign website. And when I say children I do mean both boys and gilrs, because if boys keep on thinking that anorexia is beautiful, hardly ever you will convince the girls otherwise.
12 Comments
It’s really amazing to see a man getting touched by this kind of advertisement and writing about it! :)
Unfortunatelly the beauty industry is indeed very cruel and even harmful to women, but it doesnt stand alone. Do they sell what u want to buy, or do we buy what they want to sell??? This is the “tostines” secret :P
Great post Gui! :)
@Patricia – Thanks!
Indeed, I think is pretty much like that all around: electronics, cars, you name it.
I think Dove is giving a great example, that is, succeeding by really saying something for others and is not lessened anyhow by the fact that they are making huge money with it, doing something for others doesn’t mean being deprived of something yourself.
And I hope this example is followed even outside the beauty industry.
First off, that video gave me a cold chill up my spine.
Secondly, I’m now officially President of the Guilherme Fan Club. (Can’t we clone you?)
Because you’re absolutely right.
We can talk to girls til we all turn blue, but as long as the boys are continuing to be brainwashed to think that ‘cadavarous’ is beautiful (and the only possible standard of beauty), there’s no hope of raising the next generation to be free of these appalling self-esteem issues that lurk in the back of every woman’s mind, ready to sabotage…
Onslaught, indeed. It’ll take both genders to see the effects of advertising for what they are, to creat any meaningful change.
@Jen / domestika –
Freakingly well done, isn’t it?
:-) Lol, thanks. I don’t think you can clone me, but I’ll have children one day.
Yes, boys, but lets us not forget that the boys just learned this by example, so did the girls. Is the fashion industry that creates the stereotype. The average person can’t afford to transgrede to cadavarous beauty individually.
I remember the first time I saw this video, I had to watch it several more times. It is just very powerful IMO.
@ses5909 – Indeed it is, I saw it about a dozen times. Also the first one is worth watching several times.
in my opinion, i think it was solely a great marketing stragety on Dove’s part to make its competitors the “bad guys”, thus earning more profits themselves. If you look closely, you will see that Unilever, Dove’s parent company, also owns Axe products, so that hypocrisy that arises is too much too handle. that’s what i think, anyway.
@lemonpuff – I know, you are right: Axe campaings really suck, but in my defense I have to say that I never said that is Unilever that is enlighted but this specific campaing, and I truly think it is, even if there is hypocrisy by Unilever’s part.
well i guess you’re right… the campaignforrealbeauty does make you think about the fakeness of the
“beauty” you see on the media.
@lemonpuff –
:-) Maybe You can even say that the campaign for freal beauty is so enlighted that makes us thing about the fakeness of Unilever itself.
There is a saying I heard once that says “Even a broken clock is right twice a day”: It might be the case here. Nevertheless, the people behind this particular campaign still have my deepest respect.
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