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Dove Ads Spotlight Beauty After Fifty

SS Member Image By drodriguez 03.28.07
Dove Ads Spotlight Beauty After Fifty
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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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  • ARWENNOV68 By ARWENNOV68
    06.28.07  

    I personally haven't seen the commercial in its entirety but from what I HAVE seen it's less provocative than the average music video. Our bodies should be celebrated and appreciated in a tasteful manner. It promotes self-love which is something we as women have been stripped of by society.

  • ARWENNOV68 By ARWENNOV68
    06.28.07  

    I personally haven't seen the commercial in its entirety but from what I HAVE seen it's less provocative than the average music video. Our bodies should be celebrated and appreciated in a tasteful manner. It promotes self-love which is something we as women have been stripped of by society.

  • wrightmrsld By wrightmrsld
    07.10.07  

    I have no idea why Dove couldn't run this ad on TV. It is very tasteful, beautiful and celebrates aging gracefully by "real" women. These ladies embody grace, beauty and pride in being women of age. They are beautiful and should be celebrated. I would much rather my grandsons see this ad than a lot of the music videos out there. I appreciate Dove for this ad and the tastefulness with which it was done.

  • Melissa_1 By Melissa_1
    11.09.07  

    I love the new Dove commercials. I love them showing real women and show women of all sizes and ages what women are really like!

  • Duke94 By Duke94
    01.16.08  

    I love Dove's products but was not pleased with the comercial. As a mom of a 11 year old boy, was concerned with the comercial. Our bodies can be celebrated but with alittle more tact. These women are just as beautiful with clothes on. That is what we should celebrate!

  • scatteredpearl By scatteredpearl
    02.27.08  

    Yeah, Dove.

    We all age. We are all going to become older. In fact I am aging right this very second. Some people choose to hide the fact with anti-aging products. Some fight it with anti-aging products. But all anti-aging products will lose the fight.

    These are women that are not "chemicaly", "plastic" or "make-up" altered. Ok, at least they don't look it. It shows true beauty is not in a bottle and that we shouldn't be fighting with an "anti-age" but should be celebrating with a "pro-age".

    Kudos.

  • walserkimber2 By walserkimber2
    09.11.08  

    I'm so glade that dove is doing this what a great choice! It makes me wont to buy there products all the time!!!!

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