TRUTH IN ADVERTISING
Reality television has worked in prime-time programming, why not a little reality in our advertising?
Apparently the ad's been pretty successful to date.
Ad Age reports the ad is giving Super-Bowl advertising a run for it's money:
"With not a penny of paid media and in less than a month, "Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight."
It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year, according to Alexa.com."
What's also refreshing about the ad is that is conveys it's empathy with it's mainstream consumers.
Selling soap by companies like P&G and Unilever turbo-charged what is now traditional media over half a century ago.
They may be doing it again. With a little help from the likes of YouTube and Google of course.
P.S. It's worth checking out is this video response to the ad above. It's a little over two minutes vs. the minute plus for the ad.
If you want more, also worth reading is this critical, but balanced review of the ad by Ad Age's Bob Garfield.