Unilever, Get Your Story Straight

So much for Dove’s wonderful campaign for real beauty. Yes, we loved it too. Until someone pointed out that Dove=Unilever=Axe. Then the wheels fell right off that train. First, enjoy “Onslaught” as rendered by Dove’s creative team:

OK cool, they’re hep to social media. And, there have been some hilarious send-ups of Evolution, the first Dove video. So, let’s see what UGC mashups evolve this time, eh? Oh, OOOPS:

Best part? This supposedly hip-to-social-media company, have they responded? Have they said something responsible like “oh hey, good point. We’re going to restrict when our ads run so girls and young women are less likely to get this shitty message from us.” Not to my knowledge. Am I wrong?

If Unilever doesn’t care because “the Axe demographic won’t really care,” which is a reasonable argument, then what the hell about the whole demographic the Dove campaign is aimed at. Because Axe’s images of women are far, far worse than those used in the original “Onslaught” video.

And, hooray to CNN for picking up this story recently:

Unilever’s response: the Axe commercials are meant to be a spoof and not taken seriously. Oh yeah, right.

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