Dove is back with yet another thought-provoking ad about women’s idea of beauty. This time the company went international filming in cities like San Francisco, Shanghai, London, Delhi and San Paulo for their #ChooseBeautiful campaign.
In all of the cities the film crew concocted an experiment of sorts. They put up signs in the entryways of popular shopping centers allowing women to choose a path that led to an entrance marked “Beautiful” or a different path leading to a door marked “Average”. Some women seem to contemplate which door they should walk through while others seem to just breeze in to the door of their choice. Maybe the “Beautiful” door sounds like the best choice to you, but unfortunately many women don’t feel this way about themselves.
A recent report from Mashable discusses a study connected with Dove in which 96% of women said they would not use the word beautiful to describe themselves, though 80% admit there is at least one thing they find beautiful about themselves. A statement from Dove about the campaign explains how they hope more women choose to feel beautiful, “Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves. Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”
It’s interesting to see in the ad how many women just walk through the “Average” door without much hesitation. Women were later questioned about their choices and many of the women who chose the path marked “Average” regretted their decision.
Some uplifting highlights from the spot show a mom pulling her daughter away from the “Average” door and into the “Beautiful” entrance and later a young woman running from the “Average” door to the “Beautiful” door joining her friend at the last second.
What do you think of the latest #ChooseBeautiful campaign from Dove?
Which door do you think you would choose to walk through?
I think everyone is beautiful in their own way!! And I was really amazed to see how many people chose average, it could be because they really don't think they are beautiful or them being humble! I did find sad that one lady turned around and walked away, there could be 2 reasons for this, she just didn't know what to choose or she thought it was a joke or bogus! I for myself would have chose Average because of my looks, and I think that's what other people think about that survey too! But it could all be about your inner soul, because after all that is really what makes you beautiful isn't it!! So I actually learned something from this experiment!
I think it is thought provoking. I choose to walk though my own door. We are all beautiful!
Gosh, I would have to wait for a Third door titled "Not Gullible Enough For This Stunt." Dove is a key culprit (hair not shiny enough? Buy our shampoo..hair too frizzy? Buy our product....Skin not nice enough? Buy our Shea Butter whose imagery is a model with flawless skin). Understandable that Dove wants to take advantage of the millions of free hits and less-costly press their viral campaigns receive, but at some point the Shareholders of Unilever should stop blaming Twitter and look in the mirror instead. Till then, I will be purchasing beauty products from more straightforward companies.