…and then the whole thing backfired in their oily faces.
I really liked the Dove evolution ad. I like the ad. As a guy in ads.
As a woman I would be insulted Dove thinks I would not see through the whole commercial-campaign-disguised-as-PSA thing.
And apparently I’m in touch with my feminine side because a lot of women seem to agree with me. It turns out Dove sales aren’t exactly skyrocketing.
So it was see-through from the beginning.
Now in this connected world where all info is at everyone’s fingertips, where everyone is a media, where consumers are happy to use their voice to exclaim they’re-not-gonna-be-had-no-more, the following was bound to happen:
(youtube video here for the feedreaders)
Consumers: 1 - Unilever: 0
So what prevailed in the end: Honesty.
The Axe ads are macho, groiny, denigrating for women, etc, but at least they’re honest.
The Dove ads pretend to be something they’re not. And worse: are based on the assumption women are too stupid to find out.
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What's all this then?
Ching* is the name under which we, JP Bernbach and Christian Verschaeren, do our projects. We're award winning creative strategists/planners/thinkers. But also Internet entrepreneurs and culinary critics. Among other things.
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JP Bernbach
is currently asleep
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Text Area #3
This is the area on the site where Christian would announce his various skills and accomplishments, if he weren't so darned modest.