Dove’s Onslaught

I’m sure just about everyone saw last year’s highly praised Dove campaign entitled “Evolution”. The short film depicts a seemingly average looking woman being transformed by makeup, lighting, and Photoshop, into a beautiful supermodel. For those of you who did not see it, or need a refresher, here’s the video:

Today, Dove launched their follow-up to Evolution with a short film called, “Onslaught”. Here it is:

As you can see, Onslaught shows the insane barrage of “beauty” messages that young girls receive on a daily basis. This campaign directly supports the Dove Self-Esteem Fund, with the goal of reaching 5 million girls by 2010.

Although some may see this as just another marketing ploy, it seems to me that Dove truly believes in the message of what they call “Real Beauty”. Meaning that all woman are beautiful and don’t need cosmetic surgery, or infomercial products to become so. They’ve also created an actual non-profit that includes programs for girls and their families. They’ve moved beyond just an advertiser and are taking a position as an organization that values women enough to create programs that help them.

Of course, Dove and Unilever would not be going this route if it wasn’t good for business. While that may make some cynical about Dove’s intentions, think of the alternative. Would you rather them be telling your daughter that she needs the latest makeup, clothes, jewelry, etc., etc. to be accepted?

Besides being very well done, Onslaught and Evolution are also, in some small way, showing perhaps the beginnings of a cultural shift. Not to say that this is the end of crash diets and liposuction, but maybe people are again starting to see beauty in others and in themselves that is different than what is being shown on MTV and in Star Magazine.