“Dove: Patches” — Ads We Didn’t Skip
Ad: “Patches,” Dove
Agency: Ogilvy & Mather, Brazil
Why: Just published today, this Dove spot came to me fresh and new as pre-roll. And because it was Dove, I stuck with it, wanting to see what its latest ad/stunt/ploy was.
I felt a few feels as I watched, none of them awesome. First, confusion. Were these women for real? Did they actually believe it was a “beauty” patch? Then wariness: Wait … a … minute … Was I the one getting pranked? Finally, a slow-burning resentment. Dove had overstepped its line, going from empowering women to insulting them.
Will I buy what they’re selling?: This isn’t about body washes and shampoos anymore. I’ve always bought into Dove’s “Beauty is a state of mind” message and admired the Real Beauty campaign. I lauded its print ads, shed tears over Real Beauty Sketches. But I’m over Dove now.
As David Griner muses in his Adweek post, “Is a woman’s self-esteem really so easily influenced that a few weeks of placebo could improve the way they see themselves? Is Dove empowering women or calling them gullible?” Exactly. Or does Dove think the rest of us are so gullible as to fall for this? Around the office, we have a sneaky suspicion those women are actors. (First Kiss, anyone?)
It’s early days for this one, so it will be interesting to see the response. Will it have the same emotional resonance or have people had enough?
— Lori (@lburwash)
Meet Guy Bauer
Guy Bauer is the protagonist behind Guy Bauer Productions: a Chicago-based studio — and Dissolve contributor — that dedicates its days to producing branded content, brand anthems, mini-documentaries, and commercials. We asked Guy to share some insight about his work, his gear, and his philosophy. What’s your favourite kind of work? What’s your favourite thing […] Read more
How to create a Doodle Dissolve transition with RoughAnimator
We challenged ourselves to find a way to use color to transition between two totally different clips. By connecting the clips with doodles, the end result is a powerful and playful visual. By drawing on the actual video with a pencil the transition became all about the creative approach to the connection – resulting […] Read more
7 Filmmaking Trends We Spotted at Sundance 2019
Our Art Director Sara Jean Hughes shares some filmmaking trends she spotted at the 2019 Sundance Film Festival last week. Films About Adolescence After Eighth Grade swept awards season following its Sundance debut in 2018, there were many films this year that chronicled the nature of growing up. These included Big Time Adolescence, Share, […] Read more