Pro Age? Absolutely! Pro This Campaign? Well...
What do I think of the Dove Pro-age commercials and Web site? In theory, it's great. Instead of anti-age, it's pro-age, get it? In reality, it's a bit too much reality. Yeah, I get it that these women are "real," but there are several off-putting images in the Web video (the one that states “we couldn’t show it on t.v.). It's as if the Dove ad execs purposely looked for women who would look shockingly bad in the buff. Even the “real women” models look uncomfortable.
Maybe I just don't get ads that are supposed to be aspirational and appear a bit depressing. Why do these women look so eerily uncomfortable in their own skin? Hopefully, it’s not the soap they’re using. And what’s with the close-ups of large pores and scaly dermis? Is this the result of using their products?
I’m all for celebrating age, but if you’re going to do it, make it up-lifting. The Dove ads are more gritty documentary than celebration.
