• by Jennifer Berger , February 27, 2007

As millions watched the Oscars to see who took home gold, thousands tuned in to find out whether their commercial was chosen to represent Dove's newest line: the Dove Cream Oil Body Wash Collection.

Known for its "Campaign for Real Beauty," Dove "wanted to give women control of the creative process and be a part of one of the biggest nights in entertainment," says Kathy O'Brien, Dove's U.S. marketing director.

O'Brien says over 700,000 people visited the contest site, dovecreamoil.com.

Ads with real women are one thing, but a homemade commercial on Oscar night? "Dove is always looking for new and innovative ways to engage consumers." O'Brien adds. "As the media landscape continues to change and evolve, it is possible Dove will use this form of advertising while continuing to explore other ideas for future campaigns."