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Dove's YouTube Spot: More Traffic Than Super Bowl Ad

  • Ad Age, Monday, October 30, 2006 1:30 PM
"Evolution"--Dove's fast-motion look at the myriad cosmetic and photo-retouching efforts that transform a woman into a billboard beauty--has reaped more than 1.7 million views on YouTube and brought three times more traffic to than the brand's Super Bowl ad did last year.

The 75-second viral film carries the tagline: "No wonder our perception of beauty is distorted." Created by Ogilvy & Mather, Toronto and hyped by Edelman, New York, the spot has gotten significant play on TV shows such as "Ellen," "The View," "Geraldo" and "Entertainment Tonight."

Dove's "Campaign for Real Beauty" has helped the company gain share in four of its five major categories in the past year: personal wash (body wash and bar soap), hair care, deodorant and hand-and-body lotion.



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