Dove ‘Choose Beautiful’ Campaign Encourages Women To Be Anything But Average

By Inderdeep Gill on Tuesday, April 7, 2015

Dove have some great videos on their YouTube page focussing on real beauty.

For their latest video, Dove set up signs above doors in San Francisco, London, Delhi, Shanghai, and Sao Paulo. One sign said ‘beautiful’ and the other said ‘average’.

They filmed a “mini-documentary” video of women’s reactions as they walked up to, and through the door. Anyone who looked hesitant, or who boldly made an obvious choice to enter through one particular door, was asked if they would like to be interviewed by the film’s director, Paul Dektor, to explain their choice.

As a part of its Choose Beautiful campaign, Dove interviewed 6,400 women of all ages around the world about their perception of beauty.

96% said they didn’t see themselves as beautiful, but 80% believed every woman has something beautiful about her. Every single man proudly walks through the ‘beautiful’ door in London.

Natasha Devon from Cosmopolitan writes that journalists were invited to go behind-the-scenes at Westfield White City and observe the behaviour of real shoppers as they approach the doors.

Behind the scenes…

Agency: Ogilvy

Sources: AdWeek, AdAge, Metro

UPDATE: 08/APRIL

Following on from the video (which has gained over 500,000 views in a day!), Dove have used Twitter promoted trends and taken out some ad space in the Metro paper today. Splitting the ad across a double paged, it asked readers to ‘read this if you think you’re beautiful/average’.

Great ad from @DoveUK in the @MetroUK this morn, really striking & I love a long bit of copy! #ChooseBeautiful pic.twitter.com/MtNu7qGvW2

— Fay Wright (@WrightFay) April 8, 2015