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Dove Ads Spotlight Beauty After Fifty

Dove Ads Spotlight Beauty After Fifty
Dove is now launching a new line of skin and hair care products geared toward women over fifty. The name of the new line is "pro.age" (sounds much better than the overused and slightly offensive "anti-aging" we're used to hearing, don't you think?). The models Dove has chosen for their campaign are all over the age of fifty and appear totally nude in the print ads as well as the television ads they intended to run.

Although the models are shown completely in the buff, they are positioned in a very tasteful and discreet way (after all, one would expect class with Annie Leibowitz working the camera). In these images we see every wrinkle, roll, line, and spot; definitely something we are not used to seeing in magazines, on television, or across a billboard. Dove seems to be challenging consumers once again by using stunningly gorgeous real women for their ad campaign.


On Dove's pro.age website, the line "Watch what we couldn't show you on TV" pops up before their commercial spot is shown.

Why do you think Dove couldn't run this commercial on television? Is this something you would feel comfortable seeing on network TV?

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  • Rockin7E By Rockin7E
    04.11.07  

    I like the overall concept of Dove using ordinary ladies in their commercials instead of skinny models. I am a bit uneasy with this commercial though. Maybe the ladies should have a bit of clothing on to make it more suitable/classy for TV viewing....

  • mrs_hambone By mrs_hambone
    04.11.07  

    I love the new Dove commercials.  I love them showing real women that aren't all done up with makeup.  But I think that the women should have some kind of clothing on.  In some of the commercials they've been showing on network TV the women have tank style skintone bras and panties on, that would work.

  • ccgimmi By ccgimmi
    04.11.07  

    I happen to like the ads. I think the human body is beautiful and they are not showing anything offensive. I find them much more tasteful than soap operas and ads for tampons or hemroids. I don't feel I need to explain anything about dove ads to my kids - others I do.

     

  • SATINANDSILK By SATINANDSILK
    04.11.07  

    I have to agree, the human body whether young or old is a wonderful thing why hide it! Be proud!

  • KidsPartyPalooza By KidsPartyPalooza
    04.11.07  

    I saw the heavy black woman in a magazine layout. I thought she was gorgeous and sexy and wonderful.

    I'm in my mid 40s and don't and have never looked like a super model. Also, I'm not into dying my hair or making myself look younger. I am into healthy aging.

    This is an amazingly provocative and ON TARGET marketing campaign. More power to Dove for reaching a group of women who have been silenced by the corporate machine!!!

    Pro-age! Pro-wisdom!!!

  • myshelly9304 By myshelly9304
    04.11.07  

    I have no problem with the ad. There is nothing sexual about it, Just life, the way it really is.

  • ctmeds By ctmeds
    04.11.07  

    I think its a wonderful commercial. I also think Dove was respecting what parents feel may be a bit too revealing for their children to see. They did it with class : )

  • bean By bean
    04.11.07  

    I think it is great that they are showing real women and not stick skinny models.

  • emilyecurry By emilyecurry
    04.11.07  

    I like the fact that it sisomething that all women can connect with.  I am very modest, so I would like them to have more clothes on so that I am not as uncomfortable watching the commercial.

  • onebigkid By onebigkid
    04.11.07  

    So, if aging is normal, why are they offering "pro-age" products?

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