Living in a digital world

Dove evolution 2 – their latest viral

While not as strong as the multi-award-winning first evolution ad, this latest piece of viral content (again created by Ogilvy Vancouver), is still very compelling. And I imagine it’s argument will kick start a real online debate and again resonate with mother’s worried about the increasing sexualisation of childhood.

While you might argue that the brand’s positioning is hypocritical (a beauty brand attacking the beauty industry), the conversations it’s raising, and the territory it’s occupying are compelling? The Huffington Post raises the question of hypocrisy and comes down (like many commentators) on dove’s ‘campaign for real beauty’ side.

Whether the blogosphere stays onside and for how long will be interesting to see. So far though, the campaign for real beauty has been pretty much an unqualified success.

October 5, 2007 - Posted by riksta | Uncategorized