DOVE CAMPAIGN FOR REAL BEAUTY: BLACKMAIL

	Download original version (size: 517.1 KB; duration: 00:33) Download English version (size: 520.5 KB; duration: 00:33)
Released:	December 2007
Advertiser:	UNILEVER
Brand name:	DOVE CAMPAIGN FOR REAL BEAUTY
Agency:	OGILVY & MATHER
Country:	Germany
Category:	Public health & safety

Credits:

Advertising Agency: OGILVY & MATHER, GERMANY
Executive Creative Director: Jörg Herzog
Creative Director: Tobias Schelo
Scriptwriter: Christian Meyer
Agency Producer: Petra Juentgen
Account Supervisor: Katja Wenninger
Director: Tobias Grumbach/Timo Kockmeyer


Script in English
Various: (Audio clips edited to create the following message) That’s our last warning: We want expressive eyes, perfect make-up, golden complexion, a bright smile, juicy-soft lips, a vibrant look, ideal sizes, bikini figure, beach figure, sexy body, firm thighs, big boobs and a cute butt.

Otherwise we promise: you’ll never find real happiness!

ANN: Don’t be blackmailed. You decide what real beauty is.
Dove. campaignforrealbeauty.com

Script in Orginal Language
Various: (Originalton-Collage) Das ist unsere letzte Warnung! Wir fordern: ausdrucksstarke Augen,
perfektes Make-up, goldenen Teint, ein frisches Lächeln, cremig-zarte Lippen, ein strahlendes Aussehen, die Idealfigur, Bikinifigur, Strandfigur, sexy Figur, straffe Schenkel, pralle Brüste und einen süßen Po.

Oder wir versprechen dir: du wirst niemals richtig glücklich.

ANN: Lass dich nicht erpressen. Du entscheidest was Schönheit ist.
Dove. initiativefuerwahreschoenheit.de
Brief Explanation

Brief Explanation: The radio commercial is put together from bits and pieces of various TV shows, talk shows and beauty commercials. The words are cut together in a way that you get the impression of an acoustic blackmail letter.

The Dove Self-Esteem Fund was developed to help free the next generation from self-limiting beauty stereotypes. As a part of the Campaign For Real Beauty the radio commercial wants to show the daily pressure of the media and advertising on young girls and women to conform to such stereotypes.