Monday, November 19, 2007

Here it Comes: More from Dove.

Holy crap, I don't think I blinked at all during this one.

Great follow-up to Evolution from Dove. We know we're bombarded with "health and beauty" imagery every day, but I don't think we ever get a true sense of how pervasive it is until seeing a project like this. Just watching "Onslaught" makes me feel tired. Dove's campaign continues to be one of the few I've seen that can successfully combine social responsibility and brand building.

As AdAge points out though, there's something darker here at work when you pull back the curtains of the Unilever family: Dove belongs to the same corporation that brings us the low-end wet dreams of high school boys everywhere: Axe/Lynx. While Dove itself might be a "responsible " brand, what of Axe? How much responsible advertising do you have to create to undo the crap that Axe elevates and celebrates? Is there a quantifiable amount?

Personally, I think it would mean more if Axe found a different approach to its campaign. I'm sure you notice that within "Onslaught," there wasn't any Axe footage being mocked. Hmm. Perhaps that's not a parallel they'd like us to focus on?

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