Dove Onslaught

Dove’s first viral in the series, Evolution, won a Grand Prix at this year’s Cannes Lion Festival. Now they’re back with Onslaught and as a father with a young daughter this hits you like a well moisturized stream train.

A hard-hitting sensory overload that leaves me unsettled before breaking out into spontaneous applause. Is this ‘moral marketing’? It’s a difficult pitch to get right and I don’t think it would be as effective had it come from another company. Given Dove’s rich history in confronting women’s body perception , they can seemlessly increase the velocity of the message with this call to arms.

This is simple, honest and direct and backed up by the Dove Self-Esteem Fund. It’s a brave brand that wades into such a contentious field with such authority.

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