“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)
People No Longer Need Sound To Consume Video Content
How many times do you look around and everyone is on their phones? The 21st century is full of people consuming content, whether it’s on the subway, at work, or in schools. In this post we explore the topic of sound in media, which people have been choosing to live without. Ditching The Sound […] Read more
Filmmaking: 6 Things You Need to Know Before Filming a Music Video
The sky is the limit when directing and filming a music video. As it happens, there are no direct and strict rules when creating one. However, there is a template. And this template has been found to be very useful in recent times. While the common template has become the most apparent outline that most […] Read more
6 Creative Ways Marketers Can Use Stock Videos
Video is now a critical component that forward-thinking brands use. According to Content Marketing Institute’s annual Benchmarks, Budgets and Trends report, brands have produced more video content than text and image content. This also helped marketers deliver 34% higher conversion rates. But there’s more than just the competition fueling the demand for more video. People […] Read more