Dove Does It Again

Dove has championed the theme of women empowerment in their ad campaigns for years, and if you ask me, the opening copy in their newest ad is a full-blown vibe.

The spot starts with a powerful line of copy that reads: “What happens to your body language when your underarms are cared for?”

Let’s just let that simmer for a minute, shall we?

When I read this, it took me back to a college class I took about the psychology of body language. More often than not, when you assess the body language of a man, it’s very open, fluid, and even somewhat territorial. Very much unlike a woman, who tends to carry herself in a restricted fashion. Women are wired to be petite, to resist claiming too much space as our own. There’s plenty of research on this you can sift through on your own time, or you can watch the ad below and witness what it looks like when women are wholly confident in themselves.

The energy in this spot is contagious, inviting, and empowering, and I love that this showcases women living life out loud. This ad exemplifies why I love this industry. I’m passionate about brands who intentionally infuse value and meaning in to their product, and thus demonstrate a thoughtful awareness for how truly effective products can transform the world consumers live in day to day. Praise the team who took this strategic insight and created a powerful parallel between deodorant and a woman’s confidence. More of that, please.

Thumbnail image from @dove on Instagram