Via Debbie Millman:
Dove's "Onslaught" features a close-up of a cute red-haired preteen girl to musical refrains of "Here it comes" from U.K. group Simian's "La Breeze," followed by a barrage of beauty-industry images and ads featuring booty-shaking lingerie models, cheesy direct-response-style pitches promising cosmetic miracles, scenes of plastic surgery, time-lapse effects of yo-yo dieting and bulimia, all leading up to the tagline: "Talk to your daughter before the beauty industry does." The video, like "Evolution," comes from WPP Group's Ogilvy & Mather Worldwide, Toronto. And it directly supports the Dove Self-Esteem Fund, which has set a goal to reach 5 million girls globally with programs by 2010. To that end, Unilever this year also will enlist yet-unnamed celebrities to appear at events to reveal how stylists, makeup artists, photographers and computer technicians produce their onscreen and on-page looks."
Via Kottke:
BTW, Dove's parent company makes all sorts of products that may contibute to the problem that Dove is attacking here.
1 comment:
I watched America's Next Top Model-- and it was pretty damned disturbing.
They are sponsored by Covergirl, of course. What is Dove going to do with the money in the campaign? How do you reach girls? Just tell them not to buy other products?
I did like the evolution thing a lot though....
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