Oh Dove, how you woo us. In the latest series of ads meant to motivate women to buy products based on positive feelings about themselves, Dove has created a truly sassy commercial for Pro-Age, a line of products for women over 50 years old. Here I’ve posted some still images of the commercial, which you can watch on the Dove Campaign for Real Beauty web site.
Maybe you’re thinking, “I’m not even close to 50! Why should I care?” Listen sister, you are going to be 50 someday, so don’t you need some positive role models who actually feel comfortable in their skin? Raise your hand if your mom (or older sister, or aunt, or grandmother) hates her (insert body part here). Let’s see some women who love their (insert body parts here).
The Campaign for Real Beauty web site states that Dove couldn’t show these commercials on TV. I’m not sure whether TV markets wouldn’t accept it (the women are nude, after all), or whether posting it on the web site only is just a marketing tactic.
Dove also took out a four-page ad in Oprah magazine’s March 2007 issue that spotlights one of the women in the ad. (If you have a copy, please send us a scan of it… firstname.lastname@example.org/~aboutf72)
Congratulations to Dove for continuing to help women feel good about themselves. You may be selling us beauty products, but at least you’re not insulting us in doing it.
— J. B.