Coming clean about reality ads

The Dove campaign, now almost a year old, is particularly clever in PR terms – having sparked widespread debate and definitely touched a nerve by raising questions about our society in general and the use of “authenticity” in marketing (MW January 13).

But doesn’t its real success lie in the fact that it has differentiated the brand by walking away from the assembly line of beauty campaigns that look and sound the same?

David Benady quite rightly asks whether this is a wider move towards authenticity.

Unquestionably there is some room for blunt honesty, but ultimately marketers should remember that it’s the dream we’re selling, not the reality.

Don Williams

Chief executive

PI Global

London W11


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