Like nearly everyone else, I loved the Dove Evolution spot for its strategic bravado and clever execution. Now Dove has an anti-aging product called pro-age. They're even showing focus group clips of the polarizing reaction consumers had to the spot, and they've titled the segment "The Debate Begins". Most planners will agree that the best creative has a polarizing reaction. To be neither loved nor hated by anyone is an express train to Blandville. But I'm not sure many planners have recommended showing the actual consumer clips on the brand's website. But in this case it actually works. Dove continues to break new ground.
Which is exactly why I was so disappointed by Dove's attempt to ride the consumer generated content wave with this dozer. What went wrong? All the consumer creativity Dove could source resulted in a spot that takes their campaign progress back to the CPG dark ages. And the production looks like an in-house videomatic a creative intern shot on a Wednesday night. Yuk. It makes the so-so $12 consumer created Doritos Super Bowl ad look like a Clio contender.