Will double standard derail Dove campaign?

Recently Dove introduced the third video in support of its campaign in support of boosting the self esteem of girls.  Much like its title suggests, "Onslaught" documents the barrage of false beauty images and negative stereotypes that are thrust upon our little (and not so little) girls every day.  As a mom, I found the images disturbing.  As a marketer, I found them disgusting.  And once again I found myself battling the feelings of duplicity that I wrestle with in trying to be good at both. 

I'd like to think Unilever battles those same issues as it seeks to rationalize how it can be running this campaign and its latest effort for Axe products for men.  There are actually two campaigns running right now.  One is an effort to find the "World's Dirtiest Film," a sweepstakes being touted by David Spade.  And the other, Axe Naughty to Nice Campaign, where naughty girls are put in a prison rehab program ostensibly to return them to their "niceness" after being swept into badness by men wearing Axe products.  Sadly, I doubt they gave it any thought.  And I imagine they thought the average person wouldn't do so either.  I think they are wrong.  And if the Campaign for a Commercial-Free Childhood has their way, they will be.