Check out this “Dove Film” – a 1-2 minute movie that shows a makeup-less, ordinary woman get transformed into a billboard hottie. It ends with the message: “No wonder our view of beauty is distorted” (or something like that). (I found out about it on the fab “Nuts & Bolts” blog.)

What I love about this – aside from the gawker value and what it says about unreasonable beauty expectations – is that the Dove brand is using it to advertise these “Real Beauty” workshops designed for 8-12 year-old girls and their moms, sisters, or caregivers. Unbelievable leveraging. What a smart way to take a normal consumer product and turn it into a movement that can have a profound effect on the world (or at least the girls who live here!).

Well done.

Hey - if Dove can change how people think, and attach a giant world-changing cause, through something as squeaky clean and plain as soap, imagine what you can do with your widget?

(Can’t wait to see!)

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Posted in All About Content, Brand Funk, Fun With Marketing |

This entry was posted on Friday, October 27th, 2006 at 11:26 am and is filed under All About Content, Brand Funk, Fun With Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.