Video: Dove’s new Patches campaign
The new ad, which launched on YouTube, shows women given fake pharmaceutical beauty patches that are meant to enhance their perception of their own beauty to test. Created by Ogilvy & Mather (Brasil), the placebo patches make women feel more beautiful and they are surprised when told they contain no medicinal ingredient and that the boost to how the women feel comes from their own self-confidence.
Jennifer Bremner, brand building director of skin cleansing for Dove, says: “We have heard from thousands of women about how their complicated relationship with beauty affects their overall confidence and happiness. By illustrating through the Dove: Patches film that a positive state of mind and openness can help them feel more beautiful, we hope to inspire all women and help change the way they see themselves.”
The spot is the latest in a series which includes last year’s “Camera Shy” and aims to shift women’s perceptions of their own beauty. According to data from Unruly Media, the Real Beauty Sketches campaign was the most shared video in the UK in 2013, while YouTube pegs it as the fourth most watched ad of last year.
The patches campaign is rolling out across 65 countries simultaneously and is supported by digital activity.