I recently saw a Dove advertisement on Hulu which compared dove soap to normal soap:
If you could see the difference, you’d see soap leaves an invisible layer of scum on your skin… Dove leaves no soap scum
Then, the scene suddenly switches to ultraviolet-murder-scene-lighting to reveals a woman covered with soap scum. The ad labels it as an “artistic dramatization.”
Ok fine, so the election advertising has turned ugly lately but when did fear mongering become an acceptable tactic to sell soap?!
Martin Bishop points out that the ad is dramatically different from Dove’s earlier Campaign for Real Beauty and the jarring disconnect between messages may weaken the brand. Personally, I can’t help but associate the ad (and the brand) with the frightening shower scene from Stanley Kubrick’s The Shining in which a beautiful woman suddenly changes into a hideous creature (see photo on left).
Watch the Dove commercial below: