It’s one of the rare, longstanding brand campaigns that transcends advertising to empower its audience and underline the authenticity of the brand.
The Unilever-owned Dove’s 11-year-old Real Beauty campaign today launched its latest volley in female self-empowerment: “Choose Beautiful,” which features women (and their insecurities) from around the world.
Shot in San Francisco, Shanghai, Delhi, London and São Paolo, Dove asked women to make a choice of walking through two doors, one marked “Average” and the other “Beautiful.” Sadly, many more chose to label themselves Average than Beautiful.
The result is a powerful indication of how women (and men) label themselves and self-identify, which has subtle but real implications for their confidence and success in life.
One American woman in the video said her thinking before choosing a door was, “Am I choosing because of what’s constantly bombarded at me and what I’m being told that I should accept? Or am I choosing because that’s what I really believe?”
Another, who chose the Average entrance, said, “Beautiful to me… it’s too far out of reach,” while another who chose Beautiful said, “It was quite a triumphant feeling.”
— Dove (@Dove) April 7, 2015
Dove interviewed 6,400 women, aged between 18 and 64 in 20 countries. An astounding 96% of them said they don’t see themselves as beautiful, but 80% think every woman does have something beautiful about her.
“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” Dove stated. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”
The campaign follows the #OneBeautifulThought campaign by Dove France, which asked women on the street to confess and record their most personal thoughts about their bodies.
While the video was staged—the results show the effect when women hear their innermost thoughts spoken out loud—it’s still moving and thought-provoking.
The spot, created by Ogilvy & Mather Paris first aired on French TV to mark International Women’s Day on March 8 and spread on social media with the hashtag #PenséeQuiRendBelle and in English, #OneBeautifulThought.
Dove’s most popular video to date remains the award-winning “Real Beauty Sketches,” which went viral in 2013 and became the most-shared ad of all time.
One woman towards the end of the new Choose Beautiful video says, “Beautiful is a great word, so why not see what’s on the other side of that.”
Dove is clearly committed to continuing to break through mental doors, one woman and one campaign at a time.