Dove wants you to buy their skin care products. That’s why they advertise. But they understand we are tuning out and turning off (or just Tivoing, as it were.) Which my cynical mind suggests is why they created this spot and the accompanying viral campaign. (I should note that my entire family loves the spot.)
This is what Dove says
Dove believes that strong self-esteem is at the heart of feeling beautiful. Women who are truly beautiful feel good about themselves. They are unlikely to feel insecure, compare themselves to others or believe people who put them down. Instead, people who are happy and confident truly embrace life. Dove believes that every woman is entitled to feel this way and to celebrate her own beauty.
That’s why Dove is committed to making a real difference in women’s lives by working with organizations and programs that foster strong self-esteem among Canadian women and by developing tools and resources that will help individuals and groups make a difference for themselves.
And my cynical side would add – and sell more product for Dove manufacturer, Unilever.
UPDATE: Number One Son claims he does not love the spot and was mis-quoted.