Poor Dove

It's been an interesting year for Unilever - especially its Dove brand.  First, the stories started circulating regarding the hypocrisy of its support for the Dove campaign (to raise the self-esteem in women) while simultaneously supporting Axe's campaign (which seemed to just as effectively place women in a shameful light).  This video, which, of course, is the product of a conversation I had last fall with Rye Clifton, is just one example.  Then, just a few weeks ago, Green Peace's version of Dove viral broke, actually prompting a quick and bold reaction from the soap-maker.  Unilever, the world’s largest consumer goods company and buyer of palm oil, weeks later, announced it will start using palm oil from certified sustainable sources by the end of 2008.  Now I hear that it is quite possible that Dove's Campaign for Real Beauty did have at least some retouching.  If true, this would of course be an act that contradicts the point of the entire campaign.  The Advertising Age article that made me aware of this development can be found here.

As a fellow advertising practitioner, I simply can't understand why agencies, clients, or both, continue to think they can pull a sheet over the eyes of the public.  Most people know that ads are "airbrushed."  It's expected to be "fake."  And that's ok.  But, if you're going to be a purpose brand, you simply cannot be anything short of 100% authentic in your efforts.  Agencies: you can't have that "honest conversation" you  worked so hard to sell to the client with people you're trying to fool.  Clients: your agency is dangerous if they're trying to have you live up to standards you can't inherently keep on your own.