It’s been a while since Dove has created something of impact with their amazing Real Beauty campaign. The last big splash they made was with their Evolution video. (Dove Canada did this Photoshop hack not too long ago but the target was to people in advertising, not the general public.) But no more. Yesterday, they launched the next iteration of their Real Beauty campaign and let me tell you… They’ve hit it out of the park.
“Beauty Sketches” has already been making the rounds online. The last time this many of my Facebook friends posted an ad was for Old Spice. This video is going to be shared and shared and shared. And it’s because they’ve honed in on this brilliant insight and it’s so heartbreaking and painful to see that insight play out in real life. No more words need to be said. Just watch.
You can argue day and night about Dove’s authentic or inauthentic reasons for their campaign, but the fact remain: they completely own beauty. Real beauty. And in doing so, highlight the effect media and culture has on women. Of course they’re trying to sell something – but I’m OK with this if it makes me take a step back and really think about how we view ourselves and how we view others.
EDIT 04/17/2013: Just to add to this, I wanted to share this really well written and thoughtful post titled, “Why Dove’s “Real Beauty Sketches” Video Makes Me Uncomfortable… and Kind of Makes Me Angry” as a nice counter-balance to the above. This is a very big topic and one I’d love to see Dove step up and address head on.