• The New York Times, Friday, August 26, 2011 11:30 AM

Dove's "real beauty" commercials became famous by showing models who weren't. Now it's showcasing female disc jockeys to attract young consumers to the Unilever division's deodorant products with a campaign cross-promoted by MTV.

The "Fresh Spin" campaign, launching Sunday at the Video Music Awards, spotlights three young deejays in a new video series, social media and a new Web site, dove.mtv.com. The effort, via Wilton, Conn.-based Ryan Partnership and Mindshare, includes a Twitter contest, "Twitter parties," and a "Mix Master" game on the Dove/MTV site.

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