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Everyone that I show the original Dove beauty ad to goes ‘wow’.
That maven of new communication, CC Chapman, pointed me to the next level of Dove-ness, a skin care range by Elave. A long download to start, but a great flash movie.
I wonder when the ‘Decency and Good Taste Wardens’ will step in if this becomes a new direction for personal hygiene products.
Shel Holtz has just beaten me to the punch to blog about it too — in an email he said his wife Michelle had three reactions:
- If she walked into an office where everybody “dressed,” like this, she’d assume it was the most unsanitary office in the world.
- She wouldn’t buy their products based on the picture-perfect models used.
- She also said, “Go Dove!”
Shel, as usual, has a brilliant analysis of the importance and useability of this ad. Honestly, if you don’t already subscribe to his blog, you should. Go there now and subscribe — and come back and thank me later.
Warning: there is nudity. Lots of it. Male and female dangly, wobbly bits. But it is totally appropriate to what they are talking about. But you may not want your boss walking past your monitor as you watch this. Or maybe you do…
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Somewhere in the back of my head there is an evil thought about taking the infamous PR calendar to a new level…
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Wobbly bits indeed! Reminds me of my first peek at Playgirl oh so many years ago. Well, I guess this site will garner lots of attention. I’m not sure it “sells” the concept of a pure product, and it shows oh-so-perfect bods (unlike the Dove ads and their human shapes). Looks more like an ad for a cosmetic surgeon. (Do they sit on towels in the office shown, like in a nudist camp? Not that I would know firsthand, of course.)
I’m sure it will be featured everywhere. What impresses me is not only the lack of raunchy-ness, but the gorgeous voice of the presenter. But they get top marks from me for the persistent but appropriate ‘calls to action’ (buy now).
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