23 Apr 2013

How advertising (too) can be beautiful

You'll remember the Dove 'Evolution' TVC. At the time it had impressed me as a sort of 'Anti-advertising Ad'. Well, at the very least it was a singularly bold move by a cosmetics brand. Especially since most multinational brands had been, for some time, content with tip-toeing cautiously around "safe" ideas.

Dove has now gone ahead and done something truly, incredibly brilliant! In all honesty, the 6-odd-minute spot below has revived my somewhat flagging hope of seeing intelligent advertising based on real insights and the ever-elusive "human truths".

I love it more because it is consistent with Dove's concept of shining the light on unattainable standards of beauty (projected by conventional advertising). But here, the concept has somehow been lifted-up and turned inward... A powerful beam of light is shone not just at the faux advertising-inspired misconceptions of beauty - but also at a woman's own perception of her looks.

And it is simply beautiful.

I do wish we'll see a lot more use of simple "human truths" in advertising.

(In fact it's about time we do something similar for RealFood as opposed to the toxin-laced, sugar/salt/slime/chemical-laden junk in colourful plastic packets meant to attract little children - that passes for "food" on supermarket shelves.)

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