Dove’s ‘Real Beauty is Universal’

“THE WORLD OVER is experiencing a real movement towards liberating the definitions of beauty and we want women everywhere to celebrate what makes them unique — their features, their roles, and their sense of pride in being who they are, as they are,” says Neil Trinidad, marketing director for Dove Masterbrand.

Dove Creative Lead Ogilvy & Mather Advertising created Dove’s “#Real Beauty is Universal” campaign, launched in time for the Miss Universe pageant — some five or so minutes after the actual crowning of Miss Universe. Precise media placement enhanced the core message of “Real Beauty.”

The 60-second television commercial featured women, genuine, vibrant, and happy being themselves — and I must add, all of them are beauties in their own right and truly attractive.

One cannot help but appreciate the naturalness of the Dove beauties after watching hours of Miss Universe beauties apparently “studied to perfection.” The contrast was simply overwhelming.

The cumulative effect of Dove advertising through the years was dramatized by our feeling this stark contrast. As Neil himself said, “For the last 60 years, we have supported women, all over the world, to see beauty as a source of confidence and avenue of self-expression, and never of anxiety. Through this campaign, we not only wanted the opportunity to work with so many women from diverse backgrounds, but also encourage conversations towards evolving to a wider definition of beauty in the Philippines.”

I interviewed Donna Dimayuga and Carla Laus, O&M creative director and group account director respectively who both revealed their admiration for the message conveyed. Beauty here displayed authentic emotions, never acting.

For the campaign, 50 women were analysed for their genuineness, their taking “realness” to heart. Once chosen, they were asked to bring three outfits that would represent themselves and their personalities. These are all non-celebrities, never did a TV commercial, or ever modeled professionally. Good casting.

The campaign drew insights and content inspiration from real conversations on the subject. “Through our Social Command Center, we were able to uncover insights on how Filipinos are defining beauty. Our online search and listening also revealed creative and content opportunities that allowed us to develop a campaign that is based on authentic consumer sentiments. Using data for media targeting, we hope to be able to generate genuine and deep conversations among our target audiences,” said Dennis Perez, Unilever Philippines head of media.

Take a bow, Unilever Philippines and Ogilvy & Mather Advertising: great collaboration here!

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Last week’s featured billboard on EDSA, McDonald’s “Eyes on Your Fries” was created by Leo Burnett Manila.

Credits. Client-company, Unilever Philippines: Gina Lorenzana, VP Personal Care; Neil Trinidad, marketing director, Skin; Robin Chua, brand manager; Cheskie Ayson, assistant brand manager; Dennis Perez, head of media; Apples Aberin, head of PR. Ad agency, Ogilvy & Mather Advertising: Mona Nazario Garcia, general manager; Carla Laus, group account director; Wanda Pascua, senior account director; Donna Dimayuga, creative director; Eia Garcia, associate creative director; Pia Bautista, art director; Mj Ramos, project manager. Production house, Pabrika Production: Lyle Sacris, director; Wish Torres, producer.