I love this new campaign by Dove.
It features a forensic sketch artist creating images of women as they describe themselves, and as others who they have recently met, see them. All images where created without actually seeing the person, instead relying on how each person interview described them. Subjects were then shown the images created side be side, and asked to ponder the differences, and perhaps how their personal view is distorted. As a group of women, the outcomes are all similar – the images created as others saw them were always more attractive than as they saw themselves.
You can view the 3 minute video here:
I interviewed Janet Krestin, at the time, the creative director at Ogilvy Toronto, shortly after Dove embarked on this approach with the “Campaign for Real Beauty” back in 2004. At the time she referred to it as a movement that would likely take 20 years and a generation to impact change, rather than a campaign. Although it sounded good, I had my doubts that any agency or client could sustain the same approach through various creative reiterations, little lone changes in staff, possible agency switches etc. I have to say that this is a completely fresh look at the same theme. They’re almost at year 10. Quite something.
I received a link to this video from a female friend, who had shared it with a large group of women. She wasn’t pushing product or advocating for a particular company. She was simply sharing something that she thought creative, interesting and worthy of our time. And that was exactly the goal of the campaign. Judging from the 9.1 million views to date on Youtube, I’d say she was one of many.
In the end on some level it’s about gaining market share and commercial interests. But on an altruistic level, which I think they can take ownership of with some authenticity, I’d like to believe it’s about a little bit more.
What do you think?
… And just in case you need a little contrasting view mixed with humour, the parodies to this spot have already hit Youtube. Check out the male version of this spot. And yes you guessed it, the guys are far less critical of themselves. In fact, they’re quite the opposite!