Dove has launched an insightful video called Dove Onslaught, aiming to highlight how today’s children are bombarded with false advertising messages.
The video (above) does a great job showing how the younger generation is told what to look like, but when you consider that Dove is owned by Unilever, who also sells Slim Fast, is it all a bit hypocritical?
I’ve previously featured one of Dove’s viral campaigns, Dove Evolution, in the twisted reality of fashion advertising. Worth a look if you like the Dove Onslaught example.
Unilever’s subsidiary in India, Hindustan Lever Limited (HLL), markets Fair & Lovely Skin Cream and Lotion, the largest selling skin care product in India. Fair & Lovely is being promoted as a “fairness face cream” that will lighten your dark skin. Through their advertisements, Hindustan Lever spreads the message that a light skin is better than a dark skin. Here’s a short ad, translated into English.
And equally interesting, is this ad for Fair & Lovely, targetted at men.
I’ve read people call this kind of advertising racist, and that it promotes the idea that white is better, but they don’t mention the proliferation of fake tanning products here in the UK, supposedly saying dark is better.
I think it all comes down to people wanting what they don’t have. If you want to be thin, “drink Slim Fast,” if you want to be white, “use Fair & Lovely Skin Cream,” if you want to stand up against the fashion industry, whilst maintaining your beautiful skin, “use Dove.”
Is it hypocrisy, or simply catering to the consumer? Would the consumer have these needs if it wasn’t for the advertiser?
I featured Dove Onslaught because I think Ogilvy & Mather did a good job. I also wanted to show the flip-side of todays global marketing, and how one large corporation is in the business of making money, before doing what’s right for society.