General Discussion

forgotmylogin

(7,951 posts)

40. Somewhat, but...

Mon Oct 9, 2017, 12:30 PM

Oct 2017

The message wouldn't have come across as "our soap washes the black off of you."

It was poorly planned. I understand (after having it explained) what they were going for, but the logistics didn't work. They obviously didn't market research or test this ad.

They could have had a succession of women all using the soap and featured close shots of their hands each passing it back and forth to each other, getting across it's for everyone of all skin types. Film this in an "idealized" sort of fantasy landscape (diverse goddesses bathing in a pool) that doesn't point up the realistically unhygienic situation of sharing soap, they could show one using it on her face, another her shoulders, another her legs...etc, changing races and body types to show diversity.

Even throw a dude in there at the end and play the comedy of their varying reactions "goodness a man invaded!" "goodness, a handsome man invaded" "Dove is for men too??"

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Highlight:

What the Fuck was Dove Soap Trying to Convey with this Ad? [View all] louis c Oct 2017 OP

Cetaphil is better than dove IMO n/t blue cat Oct 2017 #1

+1 eleny Oct 2017 #45

I can't even begin to criticize this ad. Chemisse Oct 2017 #2

Another source about this if you can't get past the Globe paywall. Tanuki Oct 2017 #3

Thanks louis c Oct 2017 #4

Look at their "Before and After" ad below it....WTF!?!?!?!? Bengus81 Oct 2017 #5

Dial spring water antibacterial body wash is very good. bluepen Oct 2017 #6

It's hard to believe not one person on the team questioned this frazzled Oct 2017 #7

You're right......... MyOwnPeace Oct 2017 #10

It's especially odd given that Dove has traditionally had Blue_Tires Oct 2017 #14

Yes! and during the campaign cyclonefence Oct 2017 #15

And their plus-size/multicultural campaign was Blue_Tires Oct 2017 #41

+1 uponit7771 Oct 2017 #24

There is nothing wrong with the ad...Would you like it better if Asian lady turned into Black Lady? snooper2 Oct 2017 #44

That would have helped it frazzled Oct 2017 #48

How about no one turning into anyone else? You know, being proud of who you are... brush Oct 2017 #52

Seriously? Have you never encountered the meme of scrubbing black skin, Ms. Toad Oct 2017 #55

This message was self-deleted by its author ret5hd Oct 2017 #8

continuation of a long history of racist soap advertising bigtree Oct 2017 #9

I was addicted to Dove, Beakybird Oct 2017 #11

Be careful when you DVRacer Oct 2017 #38

Dove has tried to have ads janterry Oct 2017 #12

I think youre right. yardwork Oct 2017 #22

+1 uponit7771 Oct 2017 #27

W.T.H. This so obviously & horribly racist... WePurrsevere Oct 2017 #13

I find it suspicious that this ad cyclonefence Oct 2017 #16

Having social-only content is marketing 101. WhiskeyGrinder Oct 2017 #25

Cleanliness is next to Godliness mshasta Oct 2017 #17

The white woman then lifts her shirt/skin to reveal an Asian woman oberliner Oct 2017 #18

You beat me to it Sailor65x1 Oct 2017 #23

That's how I took it as well. Captain Stern Oct 2017 #42

Message auto-removed Name removed Oct 2017 #19

I think it is astounding that this ad was approved. CozyMystery Oct 2017 #20

I don't know? Blue_true Oct 2017 #21

"Our ad guys are absolutely clueless idiots" Tommy_Carcetti Oct 2017 #26

i see what they were trying to do but the order was all wrong... samnsara Oct 2017 #28

I agree. The ad was meant to cleverly switch females subjects. John1956PA Oct 2017 #37

And the t-shirts should have either all been the same color Merlot Oct 2017 #39

I think you nailed it. PdxSean Oct 2017 #53

It's a poor concept that shouldn't have made it out of the first idea meeting. brush Oct 2017 #54

Easily the most brainless add I've seen all year. SomethingNew Oct 2017 #29

Does the Asian lady turn into anybody? snooper2 Oct 2017 #30

Looking forward to the inevitable defense of this ad on Facebook. Paladin Oct 2017 #31

Would it been racist if they had shown the white woman B2G Oct 2017 #32

Somewhat, but... forgotmylogin Oct 2017 #40

Those links weren't working for me, have a new one with CBS grantcart Oct 2017 #33

I'm sitting here with my mouth hanging open. CrispyQ Oct 2017 #34

Seriously tone deaf. WTF? smirkymonkey Oct 2017 #35

Black or White NurseJackie Oct 2017 #36

Pale white women should use this soap to develop a nice beige tan IronLionZion Oct 2017 #43

Try these guys: Aristus Oct 2017 #46

I think they were aiming for bdamomma Oct 2017 #47

How in gods' name did that ad make it from concept to airing without SOMEONE calling it out? Hekate Oct 2017 #49

Dove makes find products and also have mostly positive marketing IronLionZion Oct 2017 #50

I think advertisers try to come up with new ways to get their product applegrove Oct 2017 #51

Ad agency lacks sympathy Lithos Oct 2017 #56

Seriously? Lotusflower70 Oct 2017 #57

I must be racially insensitive. Philistein Oct 2017 #58

Woman in "racist" ad says she is not a victim. Petrushka Oct 2017 #59