• by Fern Siegel , January 7, 2025

Dove Beauty Bar launched in 1957 — and it's been popular ever since.

Ogilvy, which has handled the product since inception, unveiled its latest global campaign — “Unready for Anything” — on New Year's Eve in Times Square. It's the debut incarnation that will continue throughout 2025.

Created by Ogilvy New York and Ogilvy UK, the work also had OOH activations in Leicester Square and Carnaby Street in the UK, as well as across digital and social media.

Mindshare handled media strategy.

The campaign highlights that after a big night out, a quiet cleansing before sleep is in order. Dove Beauty Bar is positioned as a beauty companion in that effort. The Dove Beauty Bar appears on a canvas, shot by photographer Sandro Miller. The brand is staged alongside shimmering gold confetti and curling ribbon, echoing the magic of the evening.

During the year, the "Unready for Anything" campaign will continue, featuring similar moments of celebration, including Mardi Gras beads and colorful Carnival feathers, as well as St. Patrick's Day.

"This campaign isn't just about cleansing; it's about capturing the joyful reality of life in all its vibrant, unfiltered beauty. We're finding beauty in those 'unready' moments ... as a testament to experiences lived fully," says Camilla Clerke, global executive creative director for Unilever at Ogilvy.

Dermatologists recommend Dove because it is mild and much better for people with sensitive skin.