Topsy-turvy beauty

Dove takes a shot at retouching.

Dove’s latest campaign, launched today, turns the idea of beauty on its head. With creative from Ogilvy & Mather, the new Facebook app and print campaign features upside down models who look creepily pretty. When you turn the page around, the creep factor increases tenfold as it becomes clear that the lips and eyes have been digitally turned upside down. The campaign is meant to highlight Dove’s commitment to real beauty and comes at the heels of a similar campaign from Dove’s New Zealand office that helps rid Facebook of depressing “be you, but better” ads. The “Ad Makeover” app will replace weight loss, bust enhancement and other feel-bad ads with messages of encouragement and praise. Now if only we could get them to rid the entire internet of these ads.








advertiser: Dove
agency: Ogilvy & Mather