Without exaggeration about the Dove campaign
Inspiring „everyday” characters on the side of the camera where their story can take shape. Women tell their stories who turned their backs on expectations, prejudices, and stereotypes, „just” to be themselves. Along their journey, they faced obstacles and fought to love, accept, and value themselves. Their beauty is their own choice.
The Dove campaign emphasizes a few selected snippets of this journey, quoting them while the presented characters almost shine. They have already overcome the hardest part. The emotional short film portrays the pressure from the outside world as a kind of „enemy" that women have confronted.„”You are not me, I am me."
A bold move, a promising concept.
In the first frames of the campaign film, a blonde, ponytailed female athlete punches the boxing bag as if it were a slap to the prejudices. She is followed by a „too fat” fashion blogger with an extremely refined sense of style. She drags her suitcase behind her. The burden of (thought).
Then a woman's silhouette and a wide smile of an elderly lady appear, giving a strong arc as she looks out the window. She longs for something. Or has found a home.
Following them is a young woman with a „too prominent” nose. She casts her gaze to the ground. She does not look at the camera. She is replaced by a „too masculine” woman, walking confidently with her back turned. She knows where she is headed. Finally, there is a camera, accompanied by a body and a smile. She is blooming.
After the characters are introduced, they just tell and tell:
„My appearance has nothing to do with my abilities.”
„When it was about women, they weren't talking about me.”
„Not pretty enough.”
„Look more polished!”
The atrocities they faced carry an important message: no one should let others dissuade them from their dreams and desires.„”I said: enough!" Others' opinions cannot be a measure of ourselves. The shape, form, and age do not matter either. Only Én matter. Real stories, about real women.
I believe that the My Beauty My Say-the success of the campaign is based on credibility. Consumers believe the stories of the presented characters, sometimes they can identify with their difficulties, while hoping for a positive outcome. They hope that sooner or later they will be able to look in the mirror without distortion. That they can see themselves in it – free from expectations. The other important pillar is diversity, as women of different ages and nationalities share their inspiring stories, embracing them with their faces.
It's good to look at them. To watch them. To listen to how they turn their backs on their anxieties and fears. Dove promises naturalness. Physical and mental balance. Self-confidence. Boundless self-confidence. The message clearly reaches the recipient, as after watching the campaign film, it seems that all of this is just an arm's length away.
„My beauty, my decision.”
Are you interested in the topic?
I recommend to you:
The My beauty, my decision campaign page
