Rating:

Assessment: Dove continues to cast itself in the role of good corporate citizen, helping to fight the unattainable standards of beauty that society attempts to foist on women. Sadly, too many women fall for that crap – as do impressionable 12-year-old girls. So good on Dove for tackling this thorny issue. I admire this spot – very much. Does it sell more Dove? I’m not certain. But it certainly puts Dove on my radar screen, because I like what they stand for.

Rating:

Assessment: Well, this is easy, because this is great work. It is smoothly executed yet not too tight and the rough edges only add to the exposé feel. There’s a subversive quality to it, like it could be from adbusters, but it also stirs up empathy, making it more like a PSA. It is definitely from the darker side of the Dove campaign but still completely in character. It’s good to see that the number one video on YouTube can be something smarter than a cat flushing a toilet.

Rating:

Assessment:: When I spoke at the Boards Summit last month, I said there were no examples of great viral work coming out of Canada. I stand corrected. The Dove spot is a brilliant execution of their ‘Real Beauty’ platform. Yes, we know we’re manipulated by the media, but to see the manipulation happen right before our eyes is so disturbing. This is the kind of work that makes me want to be a better creative person.