Dove - Viral Done Right

More news from the redundant (since there is a buzz about these). I, like many others in the know, feel the following Dove spots are both amazing pieces of work.  Both are multi-medium, demonstrate social responsibility, true viral power, excellent creativity, and both communicate a spectacular message to young women.  Women who are constantly bombarded with "beauty" advertising messages, and the relentless pursuit of perfection which they must chase.

I was lucky enough to see the original campaign (Evolution) presented at FOOA in New York this July by Carla Hendra, the Co-Chief Executive Officer of Ogilvy North America. Their follow up effort is just spectacular.  Here are the spots from the Dove campaigns.

Spot 1 - New - Just started running
Dove - Onslaught

Spot 2 - The original
Dove - Evolution

Spot 2 spawned the sincerest form of flattery:

Now, I know there are no missing cows or the fun viral things we are accustomed to here in our fair city, but there may be a little magic all the same. I hope you enjoyed these examples of great work from the people who don't just read about the terms of marketing, rather from the folks that invent them.

WBV

Comments

[Bryan Landaburu says...]

Coincidental (or not?) I came across an excellent article, video, and opinion here from one of our local (reno/sparks based) marketing agencies that discusses Dove's 'split' personality.

http://www.emarketingperformance.com/:/1690/search-marketing/doves-onslaught-viral-video-campaign-beware-the-costs-of-untruthiness/

I do agree somewhat with Ed's position on the two-sided nature of the brand [dove], but in context of the advertising and audience, the Axe demographic and the Dove demographic are not the same. So, i see the Dove ads still carrying a solid message to the audience intended (young women), and I see their Axe effort as a separate effort approaching a completely different market (mid twenty's men). Also, this debate isnt new, since 2006 there have been articles debating Dove's approach to "real beauty", while another Unilever brand Axe exploits sexuality.

ex. http://no-such-nonsense.blogspot.com/2006/06/campaign-for-real-honesty.html
ex. http://www.diet-blog.com/archives/2005/07/26/those_dove_ads.php
ex. http://www.shamelessmag.com/blog/2006/11/uncovering-real-beauty-more-on-dove/
ex. http://marginalnotes.typepad.com/pj/2005/10/strange_bedfell.html

That said, Ed's comments are insightful enough and I cant resist posting a trackback to a video that has the word Bullsh*t in it. I like Penn & Teller too :-)

I personally don't care about Unilever's multiple strategies for their non-competing brands/products. Like i said, the message is clear to each audience, therefore, i still see the ads as successful, even though i am not a young woman [any more]. Folks, it's all just advertising…mainstream America doesn't look under the covers too often. Advertising will always be filled with half truth. I relate it to the new tag that is going on the Aquafina [PepsiCo] bottles indicating the water comes out of a hose – most of what we buy isn't because of moral correctness, its just because of advertising.

BL

[ed adkins says...]

I absolutely agree about it being ok that they use different strategies with their advertising- but they crossed a line by doing 2 things:

1. They are pointing their finger at the industry- not just advertising their product. That opens them up to criticism and they are in a glass house on that issue.

2. They aren't just paying for ad space- they did this with the intention of it being "viral." What's forwarded to you from you friends is so much more trusted- leading to some major dissapointment when people get behind this campaign & tell their friends, only to later find out they were duped. That's bad juju & it'll bite them.

Yeah, I know the debate isn't new, but there weren't any videos out there to compete with Dove's- and no one reads text anymore ;)

[Bryan Landaburu says...]

You are absolutely right Ed, people don't read (luckily search engines do). Unless of course, you are a frequenter of blogs and such.

Have a great weekend!

B

[Improved Search Engine Placement says...]

Your posts have brought me a greater insight into a deeper level of thinking for me and I just wish to say thanks.