Dove asked mums to reveal what they don’t like about themselves. The mums’ daughter were asked the same question separately. Then the mums were confronted by Dove with their daughter’s answers.
The 3 minute online film is called Legacy, which should trigger your aha moment about its gist: daughters take on what their mums don’t like about themselves.
Of course, Dove steps in and gets the mums to alter their daughters’ self confidence. But the damage has been done – to mums.
Dove Legacy is a joint venture between Ogilvy Paris and Ogilvy London. The creative team (Maureen McCabe and Lisa McLeod), the planner (Kate Smither, now at M&C), the Dove client (Meaghan Ramsey) and one of the mothers in the film are all Aussie expats. I don’t think adland Australia needs to be too proud of that.
The film is part of “Dove Celebrates its 5th Annual Dove Self-Esteem Weekend at the United Nations, October 10-12.”
“More than ten years ago Dove started a groundbreaking conversation about real beauty in an effort to create a world where beauty is a source of confidence, not anxiety.”
Legacy induces anxiety.
And perhaps the conversation has gone on for too long?
Creative credits:
Agency: Ogilvy Paris, Ogilvy London
Executive creative directors: Andre Laurentino, Maureen Shirreff, Chris Garbutt, Baptiste Clinet
Creative directors: Ginevra Capece
Copywriters: Maureen McCabe, Andrew Mellen
Senior art directors: Lisa McLeod, Bruna Gonzalez
Planners: Kate Smither, John Stuart
Producers: Coralie Cupillard, Bonny Anoman,
Production: Webber Represents
Director: Venetia Dearden
Music: Apollo
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