Monday, November 26, 2007

Making Fun of Feminism

From AdAge:
In an op-ed titled "A Company's Ugly Contradiction" in The Boston Globe earlier this month, contributor Michelle Gillett said, "Viewers are struggling to make sense of how Dove can promise to educate girls on a wider definition of beauty while other Unilever ads [for Axe] exhort boys to make 'nice girls naughty.' ... Unilever is in the business of selling products, not values, and that means we, the consumers, are being manipulated, no matter how socially responsible an ad seems." WPP Group's Ogilvy & Mather handles Dove. Bartle Bogle Hegarty, part owned by Publicis Groupe, handles Axe, and Edelman handles public relations for both brands. "Onslaught," from Ogilvy, Toronto, has amassed about 1 million views on YouTube since its Oct. 1 debut, still well under the 12 million generated by its oft-honored predecessor, "Evolution," whose viewership also got a boost from the new video.


And speaking of videos...

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