Friday, January 13, 2006

:: superbowl xl :: Dove gets in on the game

+ USA Today reports that Dove will be airing a new spot from their "Campaign for Real Beauty" campaign during Super Bowl XL. I have to say I'm somewhat surprised that they bought time during the game. Although in other ways I'm not surprised at all. The Super Bowl has many women viewers, probably more than any other football game throughout the year.

The concept for this ad follows the others from last year.
This ad, by Ogilvy & Mather, features girls picked from schools, sports leagues and the Girl Scouts.

One dark-haired girl "wishes she were blonde." Another "thinks she's ugly." A red-haired girl "hates her freckles." The music is Cyndi Lauper's True Colors, sung by the Girl Scouts Chorus of Nassau County, N.Y.
It will be interesting to see where in the lineup the ad ends up, because juxtaposition could play a large role in increasing the effectiveness as well. Just imagine it ending up after an ad for GoDaddy or one of the other ads that will possibly use a blonde, svelt model...then again, Dove parent Unilever has also bought time for Degree so it's also possible they will put them together in the same pod.

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