Unilever releases new Dove commercial
By Adnews Staff
Unilever Canada has released a new commercial for Dove soap as part of its ongoing "Campaign for Real Beauty" initiative. The ad, called "Little Girls," presents a series girls from age five to 15 who describe aspects of their appearance that they don't like. The ad, created by Ogilvy & Mather of Toronto, used girls who are not professional actors. "We wanted to be sure we were conveying genuine personality, true emotion and real issues," said Janet Kestin of Ogilvy & Mather. "It was important that the girls in the ad weren't trying to be anyone but themselves, and we think the result is very representative of real Canadian girls." The ad promotes the launch of the Dove Self-Esteem Fund, which will work to build strong self-esteem in women and girls, according to Unilever. The ad will run broke nationally in theatres on Feb. 4, where it will run for six weeks. It will also air nationally on television beginning Feb. 13 during the Grammy Awards. The "Real Beauty" campaign began in October. Its aim is to "encourage debate about beauty and achieve the ultimate goal of broadening the definition of beauty for women," according to the company. Media planning and buying for the campaign are handled by PHD Canada. Public relations are provided by Harbinger.