Tuesday, November 14, 2006

Dove's campaign for real beauty goes viral

I'm a little late to this story, so forgive me if you've already seen this video from Dove. It's part of their Campaign for Real Beauty. So far, the most notable thing I've noticed about the campaign were the series of real women modeling their underwear. Not the usual subway fare.

The video below was posted to YouTube on October 24, presumably by someone from Dove. The original video is also on the Web at the Dove site I linked to above.

It's a striking example of what goes into making a typical fashion ad and it's fascinating to watch. Sure, we know that the images we see on billboards and bus shelters aren't real, right? But still, to see them develop is pretty cool. I especially like the way they Photoshop the final image...I only wish I could that kind of control over my pictures.

Dove's campaign is interesting and it seems to be working. According to the stats on the YouTube posting, the video has had almost 300,000 views since it was posted on October 24. That's a lot of traffic. And even more impressive when you consider that posting a video to YouTube is free.

But is it more than just an attempt to sell soap? Or just a new way to do the same old stuff. I'd be interested to hear some of your comments.

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Anonymous said...

i'm sure it's just a ploy to sell soap

but it is refreshing seeing real woman portrayed the way they are

there is so much beauty in the world that gets overlooked

it is a nice reminder though

Dave said...

You're probably right. But I like to think that perhaps this company has decided to do the right thing and try to do some good with their product. If they benefit, so much the better, I say.

Eric Eggertson said...

Three of those views were me. I've been impressed with the Dove campaign since it started.

I don't care if they're driven by profits. There are thousands of "beauty" and "health" and "fashion" companies that contribute to a mindset that eats away at young women's sense of self worth to the point they're willing to pay anything and do anything to reassure them that they're really beautiful.

I'd rather deal with an ethical for-profit company than an unethical one any day.