Ad Roundup #1 ~ Dove + Heroin, Skittles + Candles & Gum + Lies
Posted by Lena on 19th May 2008
I’ll preface this by saying I’m fascinated by advertising and I love to analyze the effectiveness of different campaigns. I imagine this will become a regular installment, so I’m optimistically numbering this post and creating a category…hehe.
Dove + Heroin
So I try not to watch too much television as a rule, but there are a few shows that I consider guilty pleasures. While I was watching something a week or two ago, a commercial caught my eye. The ad was for a new body wash that Dove has released, and it is startlingly similar to various sequences from the film Requiem for a Dream in which characters do anything from cocaine to weed to diet pills to heroin.
I’ve done a youTube mashup for your viewing pleasure after recording many nights worth of reality tv (cringe) and watching at 8x the speed…hehe.
I’m assuming that the intent here is to convey the enticing nature of the product in a fresh way, but I don’t imagine that Dove hopes to undermine their brand equity any further by intentionally evoking imagery that relates to addiction. For the record, I think Aronofsky is brilliant, but this was a depressing film to watch and it is anything but fresh and upbeat.
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