MetaChat - This ad won the "oscars of advertising" last night

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24 June 2007

This ad won the "oscars of advertising" last night - there might be hope for us sleazy bastards after all. (Oscars = Cannes Lions Grand prix)

post by: dabitch at: 06:09 | 10 comments

Very nice! I was thinking, she's beautiful like she is, let well enough alone. And I hope the follow through matches the intent on the program, b/c it's very, very true.

posted by chewatadistance 24 June | 06:24

Yeah, when she first walked in and sat down, I thought, "A little young for me, but cute, definitely."

posted by PaxDigita 24 June | 06:28

I knew which commercial it was just based on these comments. A good one.

posted by iconomy 24 June | 08:48

And dove is a good soap. I use it a lot. I wonder what these "workshops" for girls are though.

posted by carmina 24 June | 10:31

I don't use the soap but adore the hair-pack and now I'll buy anything from them just to "sponsor" good ads. I do that. I also quit buying stuff I like if the ads annoy me. ;)

Now that I'm currently working on makeup accounts, this ad really hits me in the stomach. We totally do that to every photo taken. Gag.

posted by dabitch 24 June | 12:20

Changing the shape of the model's head? Yikes! And oddly, you could do a better makeup job with photoshop than makeup, as blogger, softwarer and VultureCapitalist Guy Kawasaki openly acknowledges...

posted by wendell 24 June | 18:12

and I hope the follow through matches the intent on the program

See the Campaign for Real Beauty.

It's self-serving, of course, but I still think it's gutsy.

Has the model ever been identified, or was she deliberately plucked from obscurity?

posted by stilicho 24 June | 23:19

I'm glad it won; I was very impressed when I saw it. I'm curious whether the Real Beauty campaign was all marketing in terms of origin, or whether Dove went to an agency with (some form of) the idea already in mind?

posted by taz 25 June | 02:32

Well, it was research that lead to marketing, that lead to fun campaigns. The whole I'm-not-a-beauty-thing has been brewing for ages though, it was about time that someone did something with it if you ask me.

So how did Ogilvy end up at this "Real Beauty" creative direction? The concept stemmed out of a global study, The Real Truth About Beauty, of 3,200 women in Argentina, Brazil, Canada, France, Italy, Japan, the Netherlands, Portugal, Britain and America. Just two percent of the women in the study considered themselves beautiful. Only five percent feel comfortable describing themselves as pretty and nine percent feel comfortable describing themselves as attractive. Research also showed women were concerned models in beauty adverts did not actually use the products they were promoting, and they felt better about themselves when seeing women in ads that had figures similar to their own. Sixty-eight percent agreed that "the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve."

If you wanna know more, embracing real beauty part one, part two and part three have lots of info and an interview with one of the planners.

posted by dabitch 25 June | 02:39

Thanks, darling!

How's yer poky chest? Still poky? :)

posted by taz 25 June | 03:55

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